Donuts as a revenue generator for bakeries and confectioneries

With a capacity of up to 30,000 doughnuts per hour, Vandemoortele produces one of the largest doughnut ranges in Europe in Reims, France. A look behind the scenes of the group's largest doughnut production facility reveals why these colorful yeast dough rings are becoming increasingly popular with bakeries and pastry shops, and how the company is responding to this trend with new fillings, snack concepts, and marketing ideas.

In the heart of the French Champagne region, where visitors typically seek out renowned wineries, millions of doughnuts are produced daily. At Vandemoortele's factory in Reims, the company's largest doughnut production facility, four production lines churn out the popular yeast dough rings under the Doony's brand. Up to 30,000 doughnuts leave the production line here every hour. Both classic varieties and seasonal, trend-driven new creations are produced for the European market.

A second production facility is located in Seneffe, Belgium, and specializes primarily in mini-donuts. Reims, on the other hand, is the center of excellence for the entire range of filled and decorated donuts. Since the commissioning of its first in-house production line in 1997, the site has been continuously expanded and is now one of the company's most important production centers. For the Belgian bakery specialist, the donut segment has long since become a key driver of growth.

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The donut market continues to grow

Donuts have evolved in recent years from an American trend product to a staple in many bakery and snack assortments. Their striking appearance makes them particularly attractive to retailers. The products draw attention, generate impulse purchases, and appeal to diverse target groups. Market analyses by Vandemoortele show that donuts continue to be among the growing categories in many European countries.
“Donuts are particularly interesting additional products for bakeries. They bring color to the display case and offer consumers a wide variety of tastes,” explains Bernhard Bruckner, Sales Manager for Austria and Switzerland.

Fillings are becoming increasingly sophisticated

The success of the donuts isn't solely based on their appearance. The fillings and recipes are constantly being refined. Alongside classic varieties with chocolate, vanilla, or fruit fillings, more elaborate creations are gaining popularity. One example is the "Raspberry Dream," which combines raspberry and chocolate fillings. Seasonal varieties and products like the apple strudel donut with apple-cinnamon filling and caramel sprinkles regularly expand the selection. Other examples include the bee sting donut and the eye-catching Strawberry Bomb with strawberry filling and marshmallow decoration.

Vandemoortele pays particular attention to the distribution of the filling. Up to twelve small holes ensure that the cream is distributed as evenly as possible throughout the entire product. This means the filling isn't just concentrated in isolated spots, but accompanies almost every bite. The technology also allows for the combination of multiple fillings within a single donut. For example, the Raspberry Dream combines raspberry and chocolate fillings, while the Raspberry Lemon combines fruity raspberry with a refreshing lemon filling, making it one of the donuts with multiple fillings.

"Especially with filled donuts, there are significant differences in quality. With up to twelve puncture holes, we ensure that the consumer actually has filling in their mouth with every bite," emphasizes Bruckner.

The company also focuses on variety when it comes to glazes and decorations. The range extends from classic sugar and chocolate glazes to marshmallow, nut, or sprinkle decorations. At the same time, demand is increasing for unfilled or neutral products that bakeries can customize.

Practical solution for the snack business

A key success factor in the craft sector is ease of handling. The frozen products only need to thaw for one to two hours and then remain fresh for up to three days. This offers high flexibility, especially in the snack business. Smaller quantities can be provided as needed, depending on customer volume. Seasonal concepts around Halloween, Christmas, Mother's Day, or major sporting events create additional sales opportunities. According to Vandemoortele, around one-third of donut sales in Austria go to bakeries and confectioneries. Many businesses consciously take advantage of the opportunity to personalize plain donuts with their own glazes, fillings, or decorations.

From apple strudel to bee sting

The product range is no longer limited to classic chocolate or vanilla fillings. Product developers are increasingly drawing inspiration from well-known dessert and confectionery classics. For example, the apple strudel donut, with its creamy apple-cinnamon filling, white glaze, and caramelized sea salt sprinkles, is among the most successful specialties in the range. Equally popular are donuts that offer a fresh take on classic confectionery creations like bee sting cake or cheesecake. They translate familiar taste experiences into a modern snack format, appealing to both younger and older target groups. The Strawberry Bomb, a doughnut-shaped pastry with strawberry filling and marshmallow decoration, is also currently generating considerable buzz and is particularly successful in the impulse-buy segment.

The variety of decorations ranges from Belgian milk chocolate and colored glazes to nut, cookie, and marshmallow toppings. At the same time, there is a growing demand for plain doughnuts that bakeries and confectioneries can customize. Many businesses are taking advantage of this opportunity to develop their own glazes, fillings, or seasonal decorations, thereby differentiating themselves from the competition.

More than donuts

However, the sweet snacks are only one part of the product range. In Reims, Vandemoortele also presented new pastry bars from the " Chocolate Sensation " line. The varieties Caramel Crave, Coconut Charm, and Hazelnut Heaven are aimed primarily at restaurants, cafés, and bakeries with dessert menus.

The frozen products can be served directly or offered slightly thawed as an alternative to ice cream. With this, the company is responding to the increasing demand for high-quality dessert and snack solutions for the out-of-home market.

For many bakeries and pastry shops, donuts have long been more than just a trendy product. Their combination of eye-catching appearance, wide variety of flavors, and ease of preparation makes them a staple in the impulse and snacking market.

More than just a trend

The trend shows that doughnuts are far more than a fleeting fad. Their success is based on a combination of ease of preparation, strong visual appeal, and virtually unlimited possibilities in terms of flavor and decoration. For bakeries and pastry shops, they offer an attractive addition to the growing snack and impulse-buy segment. Production figures in Reims clearly demonstrate that the potential of this product group is far from exhausted. "We offer not only products, but also service and support for our customers. It's important to listen and respond to the needs of businesses," says Bernhard Bruckner.

Author: Doris Mittner