Krispy Kreme Doughnuts Inc. has partnered with TSW Foods, L.L.C., to bring Krispy Kreme brand packaged sweet goods such as snack bags, honey buns and single-serve pies to convenience stores across the United States.
“We are thrilled to offer a line of Krispy Kreme snack items, many of which are differentiated with our Original Glaze flavor,” said Mark LaBrecque, vice-president of domestic marketing, licensing and consumer packaged goods for Krispy Kreme Doughnuts. “TSW Foods will act as our master distributor to develop a national distribution network in the convenience store class of trade with drug, club and dollar stores to follow.”
Wil Torres, managing principal of TSW Foods, said the partnership with Krispy Kreme has generated interest in the industry.
“We are delighted to partner with Krispy Kreme Doughnuts,” Mr. Torres said. “When you combine Krispy Kreme’s brand equity and best in class products with TSW Foods’ ability to execute on a national scale, it is a recipe for success. There is a synergy between our two companies that we feel will result in a profitable, long-term partnership for both of us.”
Krispy Kreme already offers primarily yeast sweet baked goods products via direct-store delivery in more than 5,000 convenience stores nationwide. The company’s products also are offered in such retailers as Wal-Mart Stores, Inc. and various supermarkets.
Earlier this week Krispy Kreme agreed to be acquired by JAB Holding Co. for $1.35 billion.