Australian brand Lena Lu Donuts is opening its first two UK locations in collaboration with high street retailer Primark, launching in Lakeside and Watford stores.
Having launched in Australia, the brand then opened its doughnut (or donut in this case) bar in Riyadh. 'Donut Artists' on site will customise a masterpiece exactly to your taste. The first two UK locations are said to be paving the way for several others in Primark stores, locations where you'll be able to choose from off the shelf options or design your own.
The on-the-go pre-made options include Classic Jam, Chocolate Hazelnut, Chocolate Overload, and Cookies & Cream. Visitors will also be able to purchase bagels, coffees, and shakes too. The 'design-a-donut' process goes as follows - firstly, your chosen filling is injected into the pastry, then your choice of soft serve is added atop the doughnut. Chocolate drip sauce is then added to the pairing before your chosen crumbled topping is added. The final steps are your choice of sauce drizzled on top, plus sprinkles to finish. Yum.
"After the success of Lena Lu in the Middle East, it's exciting to see the brand reimagined in the UK market. The concept is unique, and the partnership with Primark will accelerate the brand's exposure in the UK," said Drew Clover, development director at Game Changers Investments which is overseeing the launch of Lena Lu in the UK.
Find out more about the Lena Lu Donuts brand here.