Krispy Kreme tests ice cream concept
June 18, 2007
by Eric Schroeder
WINSTON-SALEM, N.C. — Krispy Kreme Doughnuts Inc. is testing a line of ice cream products at select locations, a move the company hopes will help diversify its product lineup.
The ice cream products, called "Krispy Kreme Ice Kreme" are available in vanilla, chocolate and swirl flavors. The company also is offering donut sundaes, which consist of a Krispy Kreme donut topped with any of the ice cream flavors, as well as different toppings, such as chocolate sauce, sprinkles and caramel syrup.
"Ice cream helps us both in the evening when we don’t always do as well, and clearly helps us when it’s warmer out," said Daryl Brewster, president and chief executive officer, during a June 4 conference call.
In order for the company to be successful with ice cream, Mr. Brewster said Krispy Kreme will have to "get it right."
"We’re not the first guys to do ice cream, and we need to bring some points of difference to that here as we go forward," he said. "We do think this can be a complementary area, but we want to get it right in our tests before we roll it out."