Doughnut Time Soho

Image via Secret London

It was fairly easy to discover Doughnut Time, the Australian company that’s taken to London for its UK expansion. Images of the brightly coloured stores and doughnuts have been promoted in videos and plastered all over the walls of social media feeds.

Doughnut Time currently has two branches: their flagship store which opened this October in London’s West End and their Shoreditch branch which opened on the 15th December. They’re also set to open in Notting Hill.

The original store in Soho is painted with the company’s trademark aquamarine. It highlights the brand’s summertime atmosphere, which is rather ironic, considering it's mid-December. Nonetheless, the sentiment is appreciated, and the pop of colour is welcome in the dreary winter days. The shop is also accompanied by bright neon lighting, which fits right in with the West End’s style.

Doughnut Time started in Brisbane three years ago, and is dedicated to producing batches of fresh hand-made, glazed and decorated treats. They have a reputation for making over-the-top doughnuts and don’t hold back with creations that pack on the sugar and calories.

Image via Doughnut Time

Love at First Bite is their signature Nutella-filled doughnut, dusted with cinnamon sugar. It’s filling, sickeningly sweet and honestly, rather difficult to eat. It feels like half of the doughnut consists of the hazelnut spread, constantly trying to flow out of the hole you just created – so make sure to have tissues on hand. Despite this, the doughnut is delicious. It’s sweet but that’s how it should be, and Nutella is a classic filling that makes you want to finish it to the last bite.

Also available at the store are a variety of Doughnut Time classics, such as Slim Shady, a vanilla glazed doughnut dotted with colourful M&Ms, and their original sugar glazed doughnut, The O.G.

The artisan company even features a rotating weekly menu, including gluten-free and vegan options.

The doughnut prices start at £4 each, and are available in boxes of one, four and six.

They’re excessively indulgent and extravagant but that’s part of the charm. The stores are worth visiting, to get a taste of what Doughnut Time has to offer and to snap a few Instagram pics.

Image via Time Out

Doughnut Time Soho:

96 Shaftesbury Avenue, London, W1D 5ED

Mon – Wed: 10am – 11pm

Thurs – Sat: 10am – 1am

Sun: 11am – 9pm

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