Planet Doughnut, a doughnut company based in Shropshire, UK, has opened a new Product Development Kitchen at its Shrewsbury bakery with an investment of £25,000 (about $33,450).
The goal of this investment is to boost innovation and help the brand grow further in the dessert sector. This new kitchen holds a shift for Planet Doughnut, as they expand beyond just doughnuts and explore new types of desserts, such as hybrid pastries and seasonal treats.
The kitchen is equipped with advanced tools for testing new ingredients, techniques, as well as formats, making it simple to quickly create and test new dessert ideas. This will speed up development, and the first new products are expected to launch in early 2026.
Managing Director Rob Jones called the kitchen a “game-changer,” saying it will allow the company to be more creative and experiment with new types of sweet treats.
The brand also focuses on sustainability by experimenting with locally sourced ingredients as well as lowering food waste through small-batch testing, aligning its values with its creative process.
With the quick-service dessert market expected to reach £2 billion (about $2.68 billion) by 2028, Planet Doughnut is looking to expand nationwide. The new kitchen gives them an edge over competitors such as Doughnut Time, with exciting new offerings like Pistachio Pralines as well as glittered wedding doughnuts focused on attracting Gen Z along with some event planners.
For Planet Doughnut, the new kitchen is more than just a place to prepare desserts — it’s a creative space where new ideas come to life, bringing the stage for the next chapter in the growth of the company.
According to Coherent Market Insights, the Artisan Bakery Market is expected to grow at a CAGR of 7.56% from 2025 to 2032. Currently, the market is at USD 12.54 Bn in 2025 and is expected to be around USD 20.89 Bn by 2032. Rising consumer preference for artisanal and handcrafted products and increasing awareness of health benefits associated with whole grain and organic ingredients are the major factors driving the growth of the global artisan bakery market.
Planet Doughnut has also experienced strong growth, with nearly £1 million (about $1.34M) in year-on-year revenue. As a result, the company has created two new product development jobs, helping to boost the local economy and expand its team for special orders, such as for weddings and corporate events.
Since starting in 2017, Planet Doughnut has specialized in frozen wholesale and handcrafted doughnuts, supplying major events and partners like Shack Events. The new kitchen supports a growing trend in the UK bakery sector, where innovation is key to annual growth of 5-7%.
Source:
News Room: Planet Doughnut
Company: Planet Doughnut
