BOROUGH 22 DOUGHNUTS OPENS AT SELFRIDGES

BOROUGH 22 DOUGHNUTS OPENS FIRST UK RETAIL CONCESSION AT SELFRIDGES LONDON FOODHALL

The UK’s most inclusive doughnut brand, Borough 22 Doughnuts, is expanding its presence with the opening of its first retail concession in Selfridges Foodhall in London. Set to open on 25^th November, this marks a significant milestone for founder, Ryan Panchoo, whose allergen-free, gluten-free, 100% plant-based doughnuts have gained a cult following across the UK. 

Since 2014, Borough 22’s doughnuts have been a staple in Selfridges’ bakery selection, and now, with the opening of a permanent, standalone kiosk, the brand is ready to bring a wider range of its signature treats to customers seven days a week.  

The kiosk has been designed to reflect Borough 22’s unique aesthetic, incorporating the brand’s signature blue hue to create a vibrant and inviting space. Fried and baked allergen-free doughnuts will be available, including glazed, filled, and sugared varieties, from £4.49 each. Flavours include Cookies + Cream Glazed, the ‘O.G’ Vanilla Glazed and Baked Red Velvet, plus exclusive creations for Selfridges such as the Korean Strawberry Doughnut. 

Ryan Panchoo, Founder & CEO of Borough 22 Doughnuts, says: “A standalone kiosk in the Foodhall at Selfridges London marks a major step forward for Borough 22 as we look to grow our business in the retail sector. This year marks the 10^th anniversary of the brand and what better way to celebrate than with our first permanent concession in one of our very first stockists. Shoppers, locals and tourists can now enjoy our doughnuts in a convenient, on-the-go setting!”  

Founded by Ryan Panchoo in 2014 after discovering his children had dietary requirements, Borough 22 Doughnuts specialises in gluten-free, dairy-free, 100% plant-based, halal and kosher doughnuts. The brand has since become a leader in the free-from sector and has won numerous awards, including Free From Product of the Year (2023) and a Great Taste Award for its Vanilla Bean Glazed Doughnut.