Krispy Kreme signs new retail deal

As the slogan goes, “America Runs on Dunkin’”. Dunkin’ Donuts is ubiquitous, and is often the primary port of call for those who want to partner up a cup of coffee and a doughnut. The Boston-based company has a sizeable market share thanks to their ever expanding store portfolio, branding and presence in retail stores.

But, there is also Krispy Kreme. Not as widespread (they have about 10,000 stores less than Dunkin’), the company founded by Vernon Rudolph in the 1930s is seen, somewhat, as a more premium option. And now they’ve signed a new multi-year licensing deal with Massimo Zanetti Beverage USA that will see their coffee be available to a whole new – and importantly wider – customer base.

 “Working with Massimo Zanetti Beverage USA to introduce new packaging sizes and varieties of our ground coffee for at-home brewing underscores our continued commitment to bring our great tasting blends to [consumers] wherever they choose to shop,” noted Mark LaBrecque.

This new agreement with see Massimo launch 12oz (340g) branded bags at major retailers throughout the United States and online via Amazon and other outlets.

As you would expect, Massimo were positively beaming with vice-president of marketing Brian Kubicki saying: “Krispy Kreme is a great brand with a very loyal fan base….We will utilize our [expertise], existing retailer relationships and vast distribution network to make it easy for their fans to enjoy the great cup of coffee they have come to expect either at home or at the office.”

Before this deal was signed, Krispy Kreme coffee could only be purchased at selected Sam’s Club stores which tended to be in the Southeast, and only in larger 40oz (1.1kg) bags. This contract is still expected to be honoured.

photo: TranceMist (Creative Commons)