Krispy Kreme Brings Sweet Treats to Convenience Stores

New partnership with TSW Foods is making Krispy Kreme brand packaged sweet snacks available to convenience stores nationwide.

May 17, 2016

WINSTON-SALEM, N.C. – Krispy Kreme Doughnuts Inc. announced a partnership with TSW Foods LLC to bring Krispy Kreme brand packaged sweets 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 there is already enormous excitement surrounding this partnership across the industry. “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.”

The packaged products will join Krispy Kreme Doughnuts’ other primarily yeast sweet treat products already available via frequent direct store delivery in more than 5,000 convenience stores nationwide.

At the NACS State of the Industry Summit in April, data showed that the packaged sweet snacks category performed well in 2015, with per store, per month total sales averaging $2,889—a 7.8% year-over-year sales change from 2014 to 2015. Read more on the packaged sweet snacks category in convenience stores in the current issue of NACS Magazine