'Eating a healthy diet is already a challenge. Vegan and vegetarian diets only make this more complex,’ says Inge Coene of NICE. ‘You cannot simply replace foods 1-on-1.' There is a need for nutritional guidelines for alternative plant-based products, such as in the Netherlands.

Vandemoortele introduced this product in Europe in the 1980s and has been the market leader ever since. The company produces more than one million donuts every day under the My Originals® brand. They are prepared with yeast dough according to an authentic American recipe. The Category & Brand manager lists three drivers as to why consumers choose the product: 'Donuts are pure indulgence; they create little moments of pleasure. They are delicacies that you can share with friends, colleagues... They help people make contact and enjoy fun moments together. Donuts bring moments of family togetherness; they create conviviality.'

Growing category

Younger generations are key consumers of these products, Dupont says of the category's growth. She also points out the new dietary habits: a growing interest in indulgences. Donuts are also increasingly available at various points of sale. 'If we take these insights into account and consider that the taste of chocolate is very accessible to a broad audience, we quickly arrive at a number of new chocolate concepts for the Broodway.'

New concepts

The food company will launch three new variants during the Broodway. MyDoony's Filled Hazelnut is a richly filled donut featuring hazelnut cream. The Mars® donut has the power of an iconic brand that increases the attractiveness of the range of donuts. Characteristic are the chocolate pieces, the cocoa dough, and the Mars® caramel topping and Mars® chocolate glaze. For Christmas, there is the Limited Edition Christmas donut. This chocolate flavoured donut is finished with red and green sugar pearls and a Christmas tree drawing to celebrate this end-of-year moment.

www.vandemoortele.com