Doughnut lovers gathered outside Dum Dum Doughnuts on Monday 24 February ahead of the brand’s hotly anticipated Box Park launch. As doors opened at 8am, they scrambled to get their hands on a Dum Dum Doughnut before sell-out: 5000 Dum Dum’s flying off the counter.
Demand for the British artisan brand, set to rival Dominique Ansel’s New York Cronut Craze, has not been exclusive to the Shoreditch store. Pre-orders have been unprecedented, with Dum Dum’s website crashing for 12 hours due to demand for the brand’s online pre-ordering service.
Freshly baked, (not fried) handmade and significantly lower in fat, Dum Dum Doughnuts are the exquisite hand-baked doughnuts with a celebrity fanbase including Tom Daley (below) and Peter Andre. Alongside his team of professional artisan Donuttiers, Artisan Chef Paul Hurley- the brains behind the world’s first ever Donutterie – makes each doughnut fresh daily at his patisserie. Amongst his selection, hand baked using a traditional yet patented baking method, is the world-famous Dum Dum Cronut, as well as the Baked Croissant Doughnut – a creation exclusive to Dum Dums.
Irresistible in taste, the doughnuts have only 6 grams of fat (in a Dum Dum Raspberry Preserve Doughnut) compared to the usual 17 grams of fat in a classic American jam donut.
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