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Indulgent donuts and brownies are the latest 'over the top' treats in our bakery range

We've added loaded donuts and brownies to our in-store bakery range this summer. Product developer Becky Price blogs about the new treats...

By Becky Price

June 11, 2019 01:09pm
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I'm really excited about the new range of decadent donuts and brownies we've just developed – and can't wait to see what our customers think of them.

Becky Price

I've been working in the bakery team at Asda as a product developer since last October; it's an amazing role, and every day is different. I get to test out lots of delicious products – as well as looking at nutrition, specifications, checking products are compliant with guidelines and benchmarking for consistency.

We make sure to go on regular inspiration trips to help shape the range, and last year we headed to London to visit some gorgeous patisseries, artisan bakeries and market stalls.

While we were there we were inspired by some of the "over the top" donuts and brownies we saw and decided to create something similar, but with an Asda touch!

The donuts build on the success of the American-style donuts we launched in 2016. They've been really popular with customers, but we wanted to take them a step further, getting them heavily loaded and topped.

So we've introduced our new Extra Special Donuts, which are produced by a fantastic family-run award-winning bakery who are very hands on. Each donut is generously filled and then hand-topped, giving them an authentic and unique feel as they’re all slightly different in their own way.

Extra Special Donuts

They're available in packs of two in three delicious flavours: Extra Special Raspberry and White Chocolate Donuts with chocolate pieces and tangy dried raspberry, Extra Special Salted Caramel Donuts with moreish pieces of fudge and crumbly biscuits and Extra Special Chocolate Indulgence Donuts with crushed malt balls and chocolate coated honeycomb.

We chose these flavours because they’re familiar and consistently popular. Salted caramel is everywhere at the moment so we knew we wanted to tap into that trend, and our raspberry and white chocolate donut is that classic flavour combination that so many people enjoy – but it's just that bit more special than having a plain raspberry donut. And our chocolate indulgence speaks for itself – you can't go wrong with a bit of chocolate!

Banoffee and Cookies and Cream Loaded Brownies

Speaking of chocolate ... if you're a chocolate fan you're sure to love our new Baker's Selection Loaded Brownies, created by a traditional bakery in Yorkshire who hand-decorate each one.

They're available in four delicious flavours: Banoffee Loaded Brownies topped with salted caramel icing, chocolate brownie pieces, banana flavour and white chocolate coated crispy balls, and caramel fudge pieces; Salted Caramel Loaded Brownies topped with fudge icing, chocolate brownie pieces, caramel fudge and milk chocolate chunks; Red Velvet Loaded Brownies topped with cream cheese icing, red velvet brownie cubes and raspberry dusting; and Cookies & Cream Loaded Brownies topped with cream cheese icing, chocolate brownie pieces, biscuit crumb and chocolate-covered shortcake balls.

Red velvet and salted caramel loaded brownies

We're very proud of how amazing our new donuts and brownies look too – they're very Instagrammable, so be sure to share your pictures with us on social media using #asda!

They're available in selected stores and online now – our Extra Special Donuts are £1.50 for a pack of two and our Loaded Brownies are £1.50 for a pack of four.

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