October 27, 2009 11:21 AM
YUMMY... 'Krispy Kreme' has made its way into the Malaysian market since April this year making the country its 17th stop among Asian nations.Pic: Hazlinda HamzahDoughnuts Starting To 'Warm Up' To Malaysians
By Hazlinda Hamzah
KUALA LUMPUR, Oct 27 (Bernama) -- Doughnuts or 'donuts' are a type of deep fried pastry and are believed to have originated from the shores of America.
There are variations of doughnuts and these pastries are consumed not only at breakfast but at other meal and leisure times. The two most common type of doughnuts are the ring-shaped and that filled with jams, jellies, creams, custards, or other sweet fillings.
In the country, doughnuts are getting popular and begin to 'warm up' to Malaysians. The number of outlets and food kiosks selling doughnuts have sprouted like mushrooms, particularly in the Klang Valley.
The presence of such outlets in shopping malls and also at fuel stations bears testimony to that.
POPULAR DOUGHNUTS
Among the first doughnut-selling kiosks in the country were the 'Dunkin' Donuts outlets. However they were no longer the only doughnut brand in the local market.
'Krispy Kreme' has made its way into the Malaysian market since April this year making the country its 17th stop among Asian nations.
There were also other players in the Malaysian doughnut market with names like 'J.CO Donuts' from Indonesia and a local brand 'Big Apple Donuts'.
Doughnuts of various flavours have made their way into the display cases at the doughnut stands and cafes right from the classic and original sugar sprinkled doughnuts to the fruity and chocolate coated ones including mouth watering flavours that ice cream lovers choose to indulge in.
DOUGHNUTS GETTING MORE ATTENTION
Doughnuts are getting more attention from the Malaysian public and that is the view of Alex Chong, the general manager of Krispy Kreme Malaysia.
"Today, doughnuts are beginning to be part of the food menu among Malaysians," he said.
According to Chong, the interest shown by Malaysians in consuming more doughnuts compared to that years ago had prompted Krispy Kreme to set up business in the country.
He said Krispy Kreme has plans to set up at least 20 outlets natiowide within the next five years and is aggressively working towards innovating the company's doughnut production.
This will help to fulfil the taste bud expectations of the multi-racial Malaysia society.
"We welcome our customers' feedback. We want to extend a 'sharing' culture among Malaysians," Chong said.
CONSUMERS' EXPECTATION
Doughnut cafe visitors were asked what they thought of doughnuts today - a weekly temptation for some though a handful can still avoid consuming doughnuts as a consistent ritual.
For model Chantelle Chuah, she hopes to taste doughnuts dipped into yogurt one day.
"Truthfully, I would say they are too sweet for me.
I don't mind the fruity flavoured ones but I hope to see some made from other more healthy kinds of flour...other than wheat.
"Like oat, bran and then with yogurt-like toppings," Chuah said when asked her opinion on the colourfully decorated ringlike dough.
She seldom frequents the doughnut joints and actually can live without sinking her beautiful, pearly teeth into one unlike her model friend, Cassandra Patrick, who buys doughnuts at least once every week.
Cassandra finds doughnuts the in-thing today and doughnut lovers are growing in numbers because it is part of the trend.
"I buy and eat doughnuts every week. My friends of the same generation are attracted to the beautifully decorated doughnut cafes, colourful and its great surrounding. "It sure is a new and inviting approach, so that we can enjoy the sweet stuff comfortably...plus the chatting too!" Cassandra said with a chuckle.
TEENAGERS
Teenagers also choose the doughnut as an additional treat on birthdays and at friendly gatherings.
Zahirah Wahidin, 16, said that the chocolate filling piped into doughnuts so generously, is what she looks forward to.
"They are so generously filled into the doughnuts, it is yummy and so satisfying to coat your front teeth with it on the first bite," Zahirah grinned while chewing her doughnut joyously.
Doughnuts are now more and more served at parties, family get-togethers and formal discussions among office mates.
The calorie count seems to be acceptable to many Malaysians since it is only a dessert that comes on to their table only once in a while.
However, the sugar content in the dough and topping seems to be of concern to a great many.
Whatever it is, doughnut eating is a growing trend not only in Malaysia but globally as well.
-- BERNAMA
