Crosstown and British chef John Whaite have baked the rainbow this summer. The London doughnut company and author and TV presenter have collaborated on their first rainbow doughnut for PRIDE. Together, they've created the Passion Fruit & Coconut Rainbow Scroll, and for every Scroll sold, they’ll be donating 50p to Akt, a charity providing support for LGBTQIA+ young people who are either at risk of homelessness or currently experiencing it.
The rainbow doughnut for PRIDE looks as good as it tastes. Dive into the bright and beautiful world of turmeric, beetroot and blue spirulina vegan sourdough that’s rolled together to create a unique rainbow centre, filled with a fresh, citrusy passion fruit custard, topped with a coconut glaze and sprinkled with desiccated coconut and edible flowers.
The Passion Fruit & Coconut Rainbow Scroll is available to purchase individually from Crosstown stores and in a PRIDE six-pack for collection from Crosstown stores or delivery nationwide across England, Wales, and lowland Scotland.
Image Credit: Crosstown
Key Themes Behind This Trend
- Pride-themed Desserts
- Novelty confectionery designed for LGBTQIA+ events showcases a blend of activism and culinary creativity, appealing to social-conscious consumers.
- Charitable Culinary Collaborations
- Partnerships between chefs and food brands to support social causes offer a compelling narrative and drive sales through purpose-driven marketing.
- Vegan Ethnic-influence Treats
- Sweets incorporating diverse and international ingredients like turmeric and spirulina cater to health-conscious and adventurous eaters.
Where This Applies
- Specialty Retail
- Single-theme products such as Pride-themed goods generate additional customer interest and seasonal sales boosts.
- Food and Beverage
- The fusion of unique flavors in vegan desserts captures growing market segments focused on plant-based diets and exotic tastes.
- Nonprofit and Social Enterprises
- Collaborative fundraising models link consumer purchases to impactful social contributions, enhancing brand ethos and customer loyalty.
