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Birds Bakery

Birds Bakery is offering customers the chance to win a £10 voucher in a ‘golden doughnut’ promotion to celebrate National Doughnut Week.

The East Midlands bakery chain has taken a small number of doughnuts from its caramel range and replaced the usual filling with a ‘golden’ orange curd. Two of the golden doughnuts will be hidden among the usual batch of the caramel variety across Birds branches for every day of National Doughnut Week, which runs from 7 to 15 May. Customers discovering the surprise filling will win a £10 voucher to spend at the bakery.

To claim the prize, the customer needs to take a picture of the ‘golden’ filling and post it to Instagram or Facebook, tagging Birds Bakery and saying where and when the doughnut was purchased. Winning pictures need to be posted before Saturday 21 May.

Sponsored by CSM Ingredients, National Doughnut Week is an annual event that sees businesses donate a portion of their doughnut sales to The Children’s Trust charity. Birds is giving a 20p donation to the charity from every individual doughnut purchase made throughout the week. A special limited-edition Chocolate Flake Doughnut will also be available to buy for one week only, with a charity donation of 25p from every purchase.

“Our caramel doughnuts are one of our best-sellers – last year alone, we sold over 800,000 – so we thought it would be the perfect choice for our charity campaign,” said Mike Holling, sales and marketing director at Birds Bakery. “Shoppers across the East Midlands love our popular doughnut, and with the opportunity to win a voucher for more, we’re sure they’ll need no excuse to stock up over the next week.”

Birds Bakery has 62 stores across the East Midlands region. The company raised a total of £12,500 during National Doughnut Week 2021 and has supported The Children’s Trust for more than 18 years.

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