Krispy Kreme Capitalizing on Home Brewing Trend with Coffee Line Extension

WINSTON-SALEM, N.C., Oct. 8, 2013 /PRNewswire/ -- In an effort to capitalize on the large number of consumers who brew coffee at home and at work, Krispy Kreme® is introducing its signature packaged ground coffee into select Sam's Club locations throughout the Southeast. Krispy Kreme House Blend coffee, until now sold primarily in the company's retail shops, is now exclusively available in 40 oz. packages at participating Sam's Clubs.

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"Making Krispy Kreme coffee available to Sam's Club members expands business and consumer access to our great tasting coffee for home or office use," says Brad Wall, SVP Supply Chain and Off-Premise Operations for Krispy Kreme.  "In addition to drip coffee and specialty coffee drinks, our retail shops currently sell 12 oz. ground bags for home brewing.  Launching a new, exclusive coffee pack-size at Sam's Club extends our brand to millions of families and businesses, and adds convenience to our loyal brand consumers. The club channel is a natural extension for the brand."

Looking ahead to its future in the ever-expanding coffee category, Krispy Kreme Doughnut Corporation has also signed a licensing agreement with Brand Central LLC for the licensee acquisition, development and manufacturing of innovative new coffee products for the wholesale club channel and its retail shops.

"These new initiatives are part of our ongoing strategic efforts to significantly build awareness and equity in our coffee program through trial and sales of our existing products in new channels," says Wall.  

The new 40 oz. bagged coffee, roasted and manufactured by S&D Coffee, will showcase Krispy Kreme's updated coffee packaging which features its iconic bowtie logo and color-coded graphics to help consumers identify their preferred blend.  Krispy Kreme will support the launch of the new 40 oz. bags at Sam's Club with social media and in-club coffee sampling opportunities. Visit KrispyKreme.com for availability and product details.

About Krispy Kreme
Krispy Kreme (NYSE: KKD) is an international retailer of premium-quality sweet treats, including its signature Original Glazed(R) doughnut. Headquartered in Winston-Salem, N.C., the Company has offered the highest-quality doughnuts and great-tasting coffee since it was founded in 1937. Krispy Kreme is proud of its Fundraising program, which for decades has helped non-profit organizations raise millions of dollars in needed funds. Today, Krispy Kreme can be found in over 785 locations in 22 countries around the world. Visit us at www.KrispyKreme.com.          

Information contained in this press release, other than historical information, should be considered forward-looking statements within the meaning of the Private Securities Litigation Reform Act of 1995.  Forward-looking statements are based on management's beliefs, assumptions and expectations of our future economic performance, considering the information currently available to management.  These statements are not statements of historical fact.  Forward-looking statements involve risks and uncertainties that may cause our actual results, performance or financial condition to differ materially from the expectations of future results, performance or financial condition we express or imply in any forward-looking statements.  The words "believe," "may," "forecast," "could," "will," "should," "would," "anticipate," "estimate," "expect," "intend," "objective," "seek," "strive" or similar words, or the negative of these words, identify forward-looking statements.  Factors that could contribute to these differences include, but are not limited to: the quality of Company and franchise store operations; our ability, and our dependence on the ability of our franchisees, to execute on our and their business plans; our relationships with our franchisees; our ability to implement our international growth strategy; our ability to implement our domestic small shop operating model; political, economic, currency and other risks associated with our international operations; the price and availability of raw materials needed to produce doughnut mixes and other ingredients, and the price of motor fuel; our relationships with wholesale customers; our ability to protect our trademarks and trade secrets; changes in customer preferences and perceptions; risks associated with competition; risks related to the food service industry, including food safety and protection of personal information; compliance with government regulations relating to food products and franchising; increased costs or other effects of new government regulations relating to healthcare benefits; and risks associated with implementation of new technology platforms.  These and other risks and uncertainties, which are described in more detail in the Company's most recent Annual Report on Form 10-K and other reports and statements filed with the United States Securities and Exchange Commission, are difficult to predict, involve uncertainties that may materially affect actual results and may be beyond the Company's control, and could cause actual results, performance or achievements to be materially different from those expressed or implied by any of these forward-looking statements.  New factors emerge from time to time, and it is not possible for management to predict all such factors or to assess the impact of each such factor on the Company.  Any forward-looking statement speaks only as of the date on which such statement is made, and the Company does not undertake any obligation to update any forward-looking statement to reflect events or circumstances after the date on which such statement is made.

SOURCE Krispy Kreme Doughnut Corporation

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