At Krispy Kreme, Whole What?
Tuesday, February 27, 2007
WINSTON-SALEM, N.C., Feb. 26 -- Krispy Kreme, the company known for its glazed doughnuts, its chocolate iced glazed doughnuts and its glazed "kreme"-filled doughnuts, on Monday introduced a whole wheat doughnut.
In case anyone is wondering, it is glazed. And it has a caramel flavoring. The company called the new doughnut an alternative for health-conscious consumers, with 180 calories. The original glazed has 200 calories, according to the company's Web site, and the glazed cream-filled weighs in at 340.
"The Krispy Kreme whole wheat glazed doughnut delivers the delicious taste that our customers have come to expect from us," said Stan Parker, the company's senior vice president of marketing.
Krispy Kreme, which has 298 stores and 95 satellite locations, is still recovering from a bruising encounter with the low-carbohydrate diet craze. Its sales started slipping three years ago as the company expanded its operations during the height of the diet's popularity. Executives also had to sort out an accounting mess, with the company's board concluding that two former executives were trying to manipulate earnings to meet Wall Street expectations.
The stock once traded above $50, but it fell to about $5 during 2006. Despite the new doughnut, its shares closed at $10.71 on Monday, down 26 cents.