5 things: Here’s what you can learn from Krispy Kreme

Fresh and hot to trot: Krispy Kreme isn’t messing around. The North Carolina-based company sold a record 1.63 billion doughnuts globally last year and saw its revenue grow more than 9% to $404.6 million. But those sales haven’t come from the company’s fledgling line of packaged goods, first launched in 2020. In fact, Krispy Kreme now reportedly plans to completely shut down its packaged goods sector. In the meantime, the chain is rapidly growing the part of its business focused on fresh doughnut deliveries, securing a deal with McDonald’s in 2022 to sell its fresh doughnuts at nine locations in Kentucky. What does this mean for grocery? Fresh is hot. Some 40% of online sales are now being generated by fresh food departments—consumers want fresh and they also want personalized. Let’s all take a lesson from the donut playbook. —Chloe Riley

This is a home run: Last week we delighted readers with the thought of ranch-flavored ice cream, and now there’s another flavor stepping up to the plate. H-E-B’s own Creamy Creations brand will debut a “triple-play flavor” honoring the 2022 World Series Champion Houston Astros. You’re looking at peanut butter ice cream along with peanut brittle pieces and caramel swirl. No word yet if Creamy Creations made a move on the sly in coming up with such a delectable flavor. (No wait, it’s only the Astros who’ve been accused of cheating.) With each ice cream carton purchased, H-E-B will donate 5% of the price to the Astros Foundation, which supports youth baseball and softball. Nice. —Bill Wilson

Would you like a little cheese with that whine? A bill aimed at letting the stores sell wine in Connecticut recently ended up dying in committee. Wayne Pesce, president of the Connecticut Food Association, points to data from a study indicating that over 80% of people surveyed would approve of the change, though many said they would still buy most alcohol from package stores. Many package store owners, on the other hand, were, of course, thrilled that the bill died. The owners argue that package stores can’t compete with supermarkets due to the variety of items they offer. So for now, the Connecticut package stores have the win on wine. —CR 

Shhh, it’s a secret: Consumers want meals. Plain and simple. And grocers are primed to deliver with prepared foods. Walmart is certainly in on that action, combining its promise of low prices with hot takeaway meals. In a now-viral TikTok video, a user touts a “secret” food section in stores. The video shows a hot meal from the Walmart deli section, priced at $5.47. “Stop giving these fast food places your money. I was hungry [while] on lunch, ran to Walmart—for $5.47, eight-piece boneless wings [and] fresh potato wedges.” And he’s not the only one. Another TikToker posted a review of his deli meal, noting that he thought Walmart food “would be kind of generic, kind of garbage,” but was proven wrong. Give the people what they want! —CR

Wearable Aldi: Wardrobe options got you down? Aldi to the rescue. The discount grocer just dropped its mega-merch line of apparel, which includes limited-edition merchandise of bags, hats, track suits, and more. Track suits? Why yes — it’s the latest in private label bling. Shoppers can check out the Aldi Gear Collection in person at stores or online via Instacart. Supplies are limited, so don’t be the one feeling out of place with a boring old plain t-shirt and shorts ensemble. Prices range from $1.49 to $9.99, so why are you still reading this blurb? Hurry, because when they’re gone, they gone. —BW