Crave sweetens free-from aisle with ‘Choccy Dodoughs’

Crave, the innovative free-from snack brand, is set to make indulgence accessible to all with the launch of its new Choccy Dodoughs. The highly anticipated product will hit Morrisons’ freezer aisles from January 4, 2026 (RSP: £2.95 per 3-pack).

The new half-chocolate-covered doughnuts are both gluten-free and dairy-free, marking the brand’s most indulgent new product development (NPD) to date. They join Crave’s successful frozen bakery line-up, which includes the original sugar ring Dodoughs currently flying off shelves at Sainsbury’s and Morrisons.

The decision to launch a chocolate variant was a “clear next step” given that 95% of Brits consume chocolate, according to Mintel (2024). Crave has positioned the Choccy Dodoughs as a product that prioritises taste and indulgence over strict health claims, responding to the trend that consumers seeking treats place flavour above all else.

Rob Brice, founder of Crave, emphasised the brand’s mission to bridge the gap for restricted-diet consumers: “Chocolate doughnuts are universally loved, but many have long been off-limits for people avoiding gluten, dairy or eggs. Choccy Dodoughs are about democratising indulgence – giving everyone access to that rich, fluffy, chocolatey experience without compromise.”

The brand noted that the demand for these indulgences is largely driven by younger demographics. “Our sales data shows that Millennials and Gen Z are the driving forces behind doughnut consumption. They’re actively seeking small indulgences and are highly influenced by aesthetic food trends on social media,” Brice explained.

The frozen format also offers a key benefit to retailers and consumers alike, providing a simple solution to the issue of stale doughnuts and helping to reduce food waste. The Choccy Dodoughs go from frozen to fluffy with a quick defrost.

This launch supports Crave’s ambitious goal to become the UK’s most loved free-from brand, solidifying its position as an innovator within the frozen bakery category. “This product is a direct answer to what shoppers have been asking for – indulgent, exciting NPD that doesn’t feel like a compromise,” Brice concluded.