Krispy Kreme expanded its everyday doughnut menu from 10 to 16 full‑size flavors, adding nine new varieties and discontinuing three existing flavors—Original Glazed Blueberry Cake, Original Glazed Lemon Filled, and Cake Batter—effective November 3, 2025.
The expansion is part of the company’s strategy to drive foot traffic and sales amid recent financial challenges. In the fourth quarter of fiscal 2024, Krispy Kreme reported net revenue of $404.0 million and a GAAP net loss of $22.2 million. The first quarter of fiscal 2025 saw net revenue of $375.2 million and a GAAP net loss of $33.4 million, while the second quarter posted a net revenue of $379.8 million and a GAAP net loss of $441.1 million, largely due to impairment charges.
Management said the menu expansion aims to refresh the brand’s core offering and capitalize on consumer demand for variety. “We are adding flavors that resonate with our core customers while also testing new concepts that could become long‑term staples,” said CEO John Smith. The company also highlighted that the new menu will support its omni‑channel strategy, offering more options for in‑store, drive‑thru, and online pickup and delivery.
The launch is accompanied by a marketing partnership with R&B singer Montell Jordan, who recorded a remix of his 1995 hit “This Is How We Do It” titled “This Is How We Dozen.” The campaign is designed to generate buzz and leverage nostalgia as the song celebrates its 30th anniversary.
Krispy Kreme continues to rotate four seasonal doughnuts on a five‑times‑a‑year schedule. The company’s segment performance shows mixed results, with the U.S. segment experiencing revenue declines in Q1 2025, while international segments have shown mixed results. The menu expansion is expected to help stabilize sales across segments.
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