Free-from snack brand Crave is set to expand its frozen bakery range with the launch of Choccy Dodoughs in Morrisons stores from 4 January 2026.

The new product comprises gluten- and dairy-free doughnuts, partially coated in chocolate, sold in a three-pack with a recommended selling price of £2.95. It joins Crave's existing Dodoughs range, which includes the original sugar ring variant.

Crave said the launch builds on demand for more indulgent options within the free-from category. The chocolate-coated doughnuts were developed following the performance of the original Dodoughs, which the company identified as its bestselling product across UK grocery retail.

According to the brand, the frozen format allows the doughnuts to be defrosted shortly before consumption, a feature it says can help reduce waste associated with stale bakery products.

Rob Brice, founder of Crave, said: “Chocolate doughnuts are universally loved, but many have long been off-limits for people avoiding gluten, dairy or eggs. Choccy Dodoughs are about democratising indulgence – giving everyone access to that rich, fluffy, chocolatey experience without compromise."

He continued: “Our sales data shows that Millennials and Gen Z are the driving forces behind doughnut consumption. They’re actively seeking small indulgences and are highly influenced by aesthetic food trends on social media.”

“Our mission is to deliver uncompromised joy to restricted-diet consumers. This product is a direct answer to what shoppers have been asking for – indulgent, exciting NPD that doesn’t feel like a compromise.”

The launch forms part of Crave's broader strategy to grow its presence in frozen bakery and develop new products for the free-from market.