Shrewsbury doughnut producer secures order for Beyonce’s sell out shows

A Shrewsbury-based artisan doughnut maker is celebrating after securing a huge order for the Queen of Pop – Beyonce.

An order was placed for more than 16,000 custom doughnuts ahead of Beyonce’s sold out run of shows in London earlier this month at the Tottenham Hotspur Stadium.

Planet Doughnut created a selection of bespoke treats inspired by hits such as the ‘Put a Ring On It’ doughnut, complete with silver glitter and edible jewels, in honour of the singer’s 2008 anthem.

Also included was the milk chocolate dipped ‘Honey B’ doughnut inspired by the singer’s fans who are known as the BeyHive. The doughnut was topped with honeycomb buttercream and sprinkled with honeycomb pieces.  

And taking inspiration from the 2016 smash hit album Lemonade, which prompted the infamous ‘Becky with the good hair’ scandal, the trio was topped off with a zingy lemonade cream flavoured filled doughnut topped with Sicillian lemon icing.

“It’s not every day you get a call asking you to make doughnuts for one of the biggest artists on the planet, let alone work with Spur’s to supply doughnuts for one of the year’s most anticipated world tours,” said Planet Doughnut’s founder Duncan McGregor.

“Beyonce is synonymous with so many different styles over the years, in both her music and her fashion so this gave us a brilliant chance to flex our creativity and come up with designs and flavours that really resonated with fans. 

“We’re not sure if Queen Bey herself got the chance to try any but with A-Listers from Sir Paul McCartney to the Kardashians spotted at the London gigs, it’s exciting to think that we might have made doughnuts for Beyonce and a Beatle!”

Planet Doughnut, launched from owner Duncan’s family garage in 2017 before opening its first store on Claremont Hill in Shrewsbury. The brand now has 8 stores across the UK as well as offering nationwide delivery from its purpose built bakery in Shropshire.

Now with more than 100 flavour varieties, the bakery produces over 35,000 handmade, hand finished doughnuts per week with production set to double this year.