French's (MKC) is out with a donut you could eat for breakfast, lunch, or dinner.
Ahead of National Mustard Day on August 6, French's unveiled limited-edition mustard donuts — a reimagined classic glazed donut with a sweet and savory yellow mustard coating that's topped with a mustard cake crumble.
Developed in partnership with artisanal donut maker, Dough Doughnuts, the mustard-infused treats are available beginning August 6 at Dough’s retail locations in New York City and nationwide via online shipping while supplies last.
French's has also shared a make-at-home recipe available at Frenchs.com/MustardDonuts.
"We’ve been known to go big for National Mustard Day – with Mustard Ice Cream in 2019, Mustard Beer in 2020, and Mustard Buns in 2021. This year, we’re excited to collaborate with Dough and introduce French’s Mustard Donuts, adding our Classic Yellow Mustard to morning routines," Jill Pratt, chief marketing officer at McCormick, the parent company of French's, said in a press release.
The new offering comes amid a global mustard shortage after Canada, a major supplier of mustard seeds, produced a much lower crop yield than anticipated in 2021.
As last year's mustard seed stocks are depleted, industry veterans are now warning that the shortage could lead to higher prices and empty shelves, according to CBC News.
France, the world's largest consumer of mustard, is already in the midst of a shortage as residents scramble to find the popular condiment in stores. Other countries are seeing prices climb.
In recent years, more food brands had adopted similar marketing schemes to attract new consumers, and drive greater traffic toward core products.
Last October, Kraft-Heinz's (KHC) Grey Poupon introduced a limited-edition wine made from mustard seeds, honeysuckle and viognier grapes from the South of France. The brand sold out in just one day.
Velveeta introduced a cheese-infused vodka martini just last week, while Taco Bell (YUM), Arby's, Cheez-Itz, Oreo (MDLZ), among others, have rolled out similar quirky offerings.
Alexandra is a Senior Entertainment and Food Reporter at Yahoo Finance. Follow her on Twitter @alliecanal8193 and email her at alexandra.canal@yahoofinance.com
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