Planet Doughnut has installed a 24/7 vending machine outside its bakery at Battlefield Industrial Estate in Shrewsbury, offering customers round-the-clock access to its products.

The machine is stocked daily with a range of doughnuts, including core and limited-edition flavours, as well as branded merchandise. It is located at the company’s site on Knights Way and is accessible throughout the year.

Alice Turnbull, head of marketing at Planet Doughnut, said the business was “excited to finally share what has been a well-kept secret” and to introduce a new concept to local customers.

The company said it is exploring opportunities to expand the vending machine concept to other locations, including towns, cities and workplaces.

Founded in 2017 by Duncan and Samantha McGregor in a garage in Shropshire, Planet Doughnut grew from a home operation into a dedicated bakery before being acquired by the Delves family in 2025.

The business produces handcrafted doughnuts using a vegan dough at its SALSA-accredited bakery. Products have a shelf life of up to 72 hours and are supplied to a range of stockists, including farm shops, garden centres, holiday parks, theme parks, football stadiums and music venues.