Derby-based doughnut firm Project D has teamed up with Nottingham sweet company Treat Kitchen to combine the best of both products.
This ‘match made in heaven’ was officially launched on Saturday, October 1, at the Treat Kitchen flagship store, in Nottingham’s Victoria Centre.
The occasion was marked by a bumper giveaway of 500 free doughnuts, which were gone within the first hour and saw customers queueing to the doors of the main centre. Thousands more have been sold during the first full week of trading.
Project D has specially crafted the doughnuts for its new permanent Nottingham concession to include Treat Kitchen’s wide range of confectionery products.
The partnership agreement includes the sale of Project D’s vegan doughnut recipe, designed to complement the sweet manufacturer’s own ‘gourmet’ vegan confectionery range.
Max Poynton, operations director for Project D, said: “We’re absolutely delighted to have entered this partnership and to finally have a permanent home in Nottingham city centre.
“Project D has proved insanely popular with the public every time we’ve held an event in Nottinghamshire, so the deal with Treat Kitchen is simply fantastic. The store was absolutely inundated during the launch event, and trade has not slowed down in our first full week there.
“Treat Kitchen holds many of the same values that we do at Project D, and it’s clear that shoppers in Nottingham love the new products.
“And, with the special vegan range, combining with Treat Kitchen’s amazing gourmet range of vegan sweets, there’s something for everyone.”
Treat Kitchen has allocated an impressive nine-tray display cabinet in its store to the new doughnut concession.
The partnership with Project D was initially sparked by a chance meeting with Max Poynton at a Midlands business networking event.
Jess Barnett, co-founder and brand director of Treat Kitchen, said: “As soon as we started chatting, it was clear that Project D had lots of crossovers with our own business.
“Things like the vegan elements, which we both supplied, and the joyous, treat focus of our brands, meant it was likely to be a match made in heaven.
“The hugely popular launch of our partnership represented yet another exciting product that we’re proud to add to our range.
Like Project D, which has seen meteoric growth since it launched in 2018, Treat Kitchen has seen its business grow by 300 per cent over the last three years.
