Americans Love Love—and Candy Too

Krispy Kreme and Mars play Cupid with limited-time treats.

January 31, 2024

Americans are embracing the spirit of the Valentine's Day season, with 92% saying they plan to share chocolate and candy with friends, family and loved ones throughout the first half of February, according to a National Confectioners Association press release.

Additionally, 94% of people in the United States say they would be excited to receive chocolate and candy for Valentine's Day.

For those wondering what treats people might like to give (and to receive), there are a couple options consumers prefer:

  • 60% favor classic heart-shaped chocolate boxes, an iconic staple of the season.
  • 40% prefer conversation hearts with quirky and endearing messages.

For the holiday, Krispy Kreme announced that it is offering four all-new heart-shaped doughnuts in a custom “Dough-Notes” dozen box that can be personalized.

The Dough-Notes dozens box includes space for a handwritten note from giver to receiver as well as notes from Krispy Kreme team members around the world.

“People aren’t just craving delicious doughnuts, they crave connection, and our new collection satisfies both needs,” said Dave Skena, global chief brand officer for Krispy Kreme.

Krispy Kreme’s new Valentine’s Day Dough-Notes Collection is available through Valentine’s Day.

New doughnut flavors include:

  • You Color My World: Heart-shaped doughnut filled with cake batter Kreme filling, dipped in red colored icing and rainbow heart blended sprinkles.
  • I Love You A Choco-Lot: Heart-shaped doughnut filled with chocolate Kreme filling, dipped in chocolate icing and piped with a rose.
  • You’re Berry Sweet: Heart-shaped doughnut filled with white Kreme filling, dipped in strawberry icing and sprinkles.
  • Without You I’d Crumble: Heart-shaped doughnut filled with cookie dough Kreme filling, dipped in chocolate icing and chocolate chip cookie crumble.

Mars candy brand Dove announced a new limited-edition release for the holiday.

In addition to the return of various Valentine’s Day items, the company said that it is “introducing an on-trend flavor innovation” with the release of its new Dove Promises Dark Chocolate & Strawberry Swirl chocolates. The seasonal treat offers a “rich dark chocolate experience paired with a sweet strawberry swirl.”

Mars will also bring back Dove milk and dark chocolate hearts, M&M'S mini tubes, M&M'S novelty heart topper and Lifesavers wild berry gummies X's & O's.