Birds Bakery asking customers to help choose new doughnut flavour

Birds Bakery is asking customers to help create a brand new doughnut to join its other best-selling products.

Fans of the family-run bakery, which has a shop on Hucknall High Street, will be able to create the new doughnut over the coming weeks by voting in polls on Facebook, Twitter and Instagram to pick the base flavour, filling and topping. The winning combination will then be created by Birds' expert bakers before being available to buy in store and online later this summer. 

The first vote, which opens on Tuesday (23 May) at 10am is to pick the base flavour - choosing between strawberry, chocolate and lemon. Polls for the filling and topping will then be launched over the following weeks until the brand new product is created.

Lesley Bird, chief operating officer at Birds Bakery, said: "At Birds we love to involve our loyal customers and listen to what they want to see in store. As doughnuts are one of our top sellers, we wanted to let everyone have a say on what our new creation should be.  

"By asking them to choose a base flavour, filling and topping we hope to build a product that is truly unique to Birds and our customers in the East Midlands." 

The initiative has been inspired by National Doughnut Week, a nationwide fundraising week organised by The Children's Trust supporting children with brain injuries, which runs from Saturday (20 May) to Sunday 28 May.

Birds will be supporting this by giving a 20p donation to the charity from every individual doughnut purchase made throughout the week, as well as 25p from every sale of its limited-edition salted caramel cream-filled doughnut, topped with a ginger crumb.

Last year, Birds Bakery raised a total of £10,000 during National Doughnut Week.

To vote for either a strawberry, chocolate or lemon base flavour, visit Birds Bakery's Facebook, Twitter or Instagram pages.

Birds Bakery has 61 stores across the region including Nottinghamshire, Derbyshire and Leicestershire. Many Birds products can also be ordered online and delivered to customers' homes using the Birds By Post service.

For more information about Birds, please click here.