Project D, which produces elaborately decorated doughnuts from its headquarters in Derby, is diversifying by selling its cinnamon scrolls through Batch’d stores.
The sweet treats will be sold in all 15 of the Batch’d shops across the UK, which include railway stations in Leeds and Manchester and shopping centres in Hull, Milton Keynes and Sheffield.
It also means Project D’s products will be available in some of the biggest shopping centres in the UK – including the Bullring, in Birmingham, the Arndale and Trafford centres in Manchester, Eldon Square in Newcastle and Merryhill in Dudley.
It is the first time Project D has allowed another retailer to sell its products and marks a new chapter in the rapidly expanding firm’s journey.
Operations manager Max Poynton said: “We are really excited to be working with Batch’d. It’s a company which is rapidly expanding, just like Project D, and I think the synergy between us will mean we can grow together.
“It’s a great endorsement to be selected by Batch’d as they only work with the very best artisan bakeries and although it’s a national chain they pride themselves on the high standards of their partners.
“Our cinnamon scrolls have always been really popular, but they have lived a bit in the shadow of our doughnuts – just because they are so highly decorated and Instagram-ready.”
Project D launched by selling doughnuts at pop-up events and kiosks in shopping centres until the pandemic hit, when they began an online delivery service.
Max said: “We are exploring new routes to market all the time, and wholesale is definitely part of Project D’s future, as well as the creation of our own flagship stores.”
