UPDATE (January 25) — Days ago, millions of Americans voted for the new glaze flavor for Krispy Kreme in a first-of-its-kind poll. Now, the beloved donut company has announced the winner, which will be available for a full week this spring at participating Krispy Kreme shops.
"Lemon won the vote," said Krispy Kreme Chief Marketing Officer Jackie Woodward in a statement to Food and Wine. "But we can’t glaze over the fact that the other three flavors all received a lot of support, even beyond the vote."
If you're still rooting for blueberry, caramel, or maple, Woodward wants you to know that "while the polls are closed, our minds are not."
ORIGINAL ARTICLE (January 17) — Are you the world's biggest Krispy Kreme fan? Do you have strong opinions about which flavor is the best, other than the beloved original glaze? Then you might be the perfect person to help the donut chain with the dilemma of deciding what the next Krispy Kreme flavor should be for this spring.
Krispy Kreme is now holding its first crowdsourced contest to choose a new glaze flavor option — and it's so easy to make your voice heard. All you have to do is visit Vote For Glaze and choose your favorite flavor from four choices: blueberry, caramel, maple or lemon. We don't know about you, but we might have a tough time deciding which taste is the greatest; they all sound absolutely delicious in glaze form. After all, inventing new Krispy Kreme donuts is one of the tastiest experiments out there for the brand.
“In 2017, our fans responded with tremendous enthusiasm regarding how we innovated around our original glazed doughnut," said Jackie Woodward, Krispy Kreme's chief marketing officer of Krispy Kreme Doughnuts. "We turned it green for St. Patrick’s Day. We eclipsed it with mouth-watering chocolate glaze for the total solar eclipse. And we sweetened it with warm gingerbread molasses to create a new holiday glazed favorite."
So in 2018, the chain wants its enthusiastic fans to become "innovation partners" — and your first task is to help pick a fantastic new flavor. After people vote, Krispy Kreme is encouraging these folks to promote their choice on social media while using the hashtag #VoteForGlaze.
The contest closes on January 22, so if you have a strong feeling about one flavor or another, you better hurry up and vote! Meanwhile, we look forward to picking up a box of whatever yummy special edition flavor wins.
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