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Gilding The Lily: Why Mess With An Already Perfect Treat?

May 8, 2017: 12:00 AM EST
Two Bloomberg food writers say that when it comes to variations on the doughnut, enough is enough already. The writers were once enthusiastic champions of the doughnut craze: ecstatic at each new adaptation. But doughnut re-invention has overstayed its welcome, as evidenced by the arrival of: sriracha and peanut butter doughnuts, doughnut ice cream cones, spaghetti doughnuts, sushi doughnuts, a JPMorgan Chase promotional doughnut the size of a pizza, doughnut sandwiches, etc. – all instant hits on, well, Instagram. What’s next? A doughnut chalupa from Taco Bell? Kate Krader and Chris Rovza say a doughnut is nearly perfect in and of itself. “The innovation is built in! Why do we need to take it to grotesque extremes?”
Kate Krader et al., "Doughnuts Are on a Global Rampage, and They Must Be Stopped", Bloomberg Pursuits, May 08, 2017, © Bloomberg L.P.
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