Skip to main content

Diving Brief:

  • Hostess Brands is adding caffeine to its popular Donettes brand of donuts with the introduction of Hostess Boost Jumbo Donettes. Each donut contains 50 to 70 milligrams of caffeine, just under a cup of coffee.
  • Boost Jumbo Donettes are three times larger than the average mini Donettes and are caffeinated with coffee bean extract. They are available in two flavors: Chocolate Mocha and Caramel Macchiato.
  • Consumers are looking for more than food or hydration in many of their favorite foods and beverages. Increasingly, shoppers are looking for functional attributes like caffeine, probiotics, and relaxation that they can enjoy at home or on the go.

Overview of the dive:

For many people, having a donut and a cup of coffee is part of their morning routine. Now Hostess, the company behind snacks like Twinkies and Ding Dongs, is bringing together breakfast staples in one portable offering. The caffeine-infused sweet treat will begin rolling out to convenience store shelves this month.

“For adults who are increasingly looking for alternative sources of caffeine, our new Hostess Boost Jumbo Donettes offer a tasty, energizing, on-the-go way to start the day,” said Christopher Balach, CEO of Hostess Brands, in a statement. declaration.

The donut could better position the hostess to thrive in the current moment when some adults are returning to the office while others remain confined to doing their jobs at home. During the pandemic, more consumers foregoing their morning commute have had time to sit down for breakfast, and having a caffeine-laden sugary donut could be a tantalizing option if that were to continue.

But for others who get summoned to the office, the new Boost Jumbo Donettes might be the perfect snack to grab when they head out the door. It might be less messy than holding a donut in one hand and a cup of coffee in the other as they run for the car or take the subway.

Supply chain disruptions could also work marginally in favor of the product. The Wall Street Journal noted that restaurants and suppliers are running out of disposable cups due to shipping delays, while paper mills are facing a labor shortage that is curtailing production. With fewer cups and higher prices for coffee, consumers may be looking for other alternatives to get their daily shock.

The demand for coffee and caffeine has infiltrated other products into the food and beverage landscape beyond the donut.

Limitless Coffee & Tea, a coffee roaster and retailer in Chicago, offers lightly caffeinated sparkling water; Molson Coors Beverage distributes ZOA, a non-alcoholic energy drink made with caffeine derived from green tea and not roasted coffee beans; and Coca-Cola launched Coca-Cola with Coffee in January 2021. Pocket Latte, Picky Bars and Clif Bar are just a few of the food makers that had added the stimulant to some of their products.

For Hostess, the new Boost Jumbo donette give people another reason to consume its products beyond the simple desire for a sweet treat. In addition to the morning, someone looking for an afternoon pick-me-up could grab one of the donuts while stopping at their local convenience store to fill up on gas.

While Hostess’ range of Twinkies, Ding Dongs and coffee cakes have been at the heart of the business since its resurgence in 2016, it has expanded its portfolio to appeal to consumers in adjacent areas where it was not. very present. Its brands have popped up in other categories, with the iconic Twinkie appearing in cereals, hot drinks and ice cream. Hostess also acquired Voortman, a maker of premium branded wafers and sugar-free and specialty cookies, in 2019.