How Britain fell in love with Krispy Kreme doughnuts

We are supposed to be more health-obsessed than ever, so why have Krispy Kreme doughnuts become so popular that they will double their number of UK stores in the next five years?The air outside smells sickly sweet and I am dragged through the doors by my nostrils. The Enfield branch of Krispy Kreme doughnuts is cavernous, decorated in subway tiles and retro ice-cream colours, an attempt at recreating a bite of Americana, instead of a large shack in a retail park just off the A10. The music piped through the building is Elvis Presley, a man who knew a thing or two about doughnuts.

This week, the North Carolina-based chain announced it would be doubling the number of its outlets in the UK to 100 over the next five years, on the back of growing sales, with revenue up 12.6% and serving 5 million customers. The next will open in Leeds next month.