I’m ambivalent in terms of brand synergies — typically hollow business deals stemming from the mistaken belief that yes, these two things work together and will sell more … something. Microsoft – more precisely, Xbox – likes to tie its onyx consoles to food companies, soft drinks and other. While they promoted the Xbox One X only in the US, there were some cooperation with Taco Bell, Doritos, Mountain Dew and, lo and behold, Totin’s pizzas.
On the other hand, I love it too donuts.
In the UK, the American donut company Krispy Kreme is celebrating the 20th anniversary of the Xbox with an ice donut decorated to look like a console connection symbol. If you’re willing to buy a box of 12, you’ll also get a code with a chance to win a Series X. However, I live alone and have poor self-control, so I bought a box of three — for photos, of course.
I don’t think green is particularly appealing to treats, but does it sell Xbox brands – in some way? The color seems closer to the shade of green Krispy Cream, and is not as vibrant as the almost lime Xbox logo. A thin layer of green glaze has no aroma, and there is also powdered sugar powder which indicates cooperation. By the way, yes, it’s a stuffed Krispy Cream, an inflated delicious donut with yeast. I’m not here to discuss cakes versus yeast donuts – please share that with me on Twitter.
Then I took a deeper bite. Maybe it’s a connection to Mountain Dew with the past of video games, but I was afraid of some kind of aggressive nonsense from jam / jelly or neon fondant. Luckily, instead: a thick, rich chocolate candy cake that’s pretty tasty, but not overly smeared.
A limited edition donut is on sale in the UK until 22 August.
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