Be the first to bag a Golden Doughnut at Birds

Be the first to bag a Golden Doughnut at Birds

Customers at Birds Bakery could win a prize if they find a special ‘Golden Doughnut’ as part of a new giveaway launching in-store this weekend.

To celebrate National Doughnut Week, which starts on Saturday 7th May 2022, Birds is replacing the trademark cream filling in its Caramel Doughnut range with a ‘golden’ orange curd in a small number of doughnuts, turning them into a sought-after, prize-winning treat.

Two Golden Doughnuts will be available to find every day of National Doughnut Week, hidden in the usual batch of Caramel Doughnuts in stores across the East Midlands.

Anyone who bites into their treat and discovers the fruity filling will win a £10 voucher to spend at the popular bakery. All they have to do is take a picture of the golden filling and post it to Instagram or Facebook, tagging Birds Bakery and saying where and when the doughnut was purchased.

The first two special doughnuts will be in store this Saturday, with the last Golden Doughnuts being delivered on Saturday 14 May 2022. Winning pictures need to be posted before Saturday 21 May 2022.

Mike Holling, sales and marketing director at Birds Bakery, said:

“Our Caramel Doughnuts are one of our best-sellers - last year alone, we sold over 800,000 - so we thought it would be the perfect choice for our charity campaign.

“Shoppers across the East Midlands love our popular doughnut, and with the opportunity to win a voucher for more, we’re sure they’ll need no excuse to stock up over the next week!”

National Doughnut Week is a nation-wide initiative from The Children’s Trust, which supports children with brain injuries. Birds is giving a 20p donation to the charity from every individual doughnut purchase made throughout the week. A special limited-edition Chocolate Flake Doughnut will also be available to buy for one week only - with a charity donation of 25p from every purchase.

Birds Bakery raised a total of £12,500 during National Doughnut Week 2021, and has supported The Children’s Trust for more than 18 years.

Mike continued:

“As well as our limited-edition golden doughnuts, we’re selling a selection of delicious flavours including a zesty Sicilian Lemon and classic jam version, alongside our special Chocolate Flake Doughnut. Whichever flavour you choose, proceeds from every doughnut purchased during the week will go towards supporting a fantastic cause.”

Birds Bakery has 62 stores across the region. Many Birds products, can also be ordered online and delivered to customers’ homes using either the Birds By Post or Birds At Home delivery services.

Those finding a Golden Doughnut will need to post a picture to either Instagram or Facebook, tagging Birds Bakery:

Instagram: @birds_bakery

Facebook: @Birds Bakery


1- The promoter is: Birds (Derby) Ltd (company no 252672)] whose registered office is at Ascot Drive, Derby, DE24 8GN.

2- The promotion is open to residents of the United Kingdom except employees of Birds (Derby) Ltd and their close relatives and anyone otherwise connected with the organisation or judging of the competition.

3- Purchase is necessary to take part in this promotion.

4- Participating in this promotion is indicating agreement to be bound by these terms and conditions.

5 -The promotion begins on 7 May 2022 and ends on 14 May 2022 (promotion period). 6 - All claims must be made by 5pm on 21 May 2022 (claim by date).

7- How to enter: To enter, purchase a Caramel Doughnut from any Birds Bakery store during the promotion period. Two Caramel Doughnuts containing a ‘golden’ orange curd filling will be randomly distributed across Birds Bakery store network on each day of the promotion period.

8- How to claim: If, on biting into the Caramel Doughnut, you find that the filling is ‘golden’ orange curd instead of the usual cream, photograph the inside of the doughnut, clearly showing the filling and post the picture, tagging Birds Bakery to either Instagram (@birds_bakery) or Facebook (@Birds Bakery), clearly stating when and where the doughnut was purchased. This must be done by the claim by date.

9- The prize: For each Caramel Doughnut containing the ‘golden’ orange curd filling, the finder will receive Birds Bakery gift vouchers to the value of £10 to spend in-store. These will be delivered via post. No cash alternative will be provided.

10- The promoter reserves the right to cancel or amend the promotion and these terms and conditions without notice. Any changes to the competition will be notified to entrants as soon as possible by the promoter.

11- The promoter will notify the winners when the prize is posted.

12- The promoter’s decision in respect of all matters to do with the competition will be final and no correspondence will be entered into.

13- The winner agrees to the use of his/her name and image in any publicity material, as well as their entry. Any personal data relating to the winner or any other entrants will be used solely in accordance with current UK data protection legislation and will not be disclosed to a third party without the entrant’s prior consent other than the promoter’s public relations agency, Tank PR Ltd.

14- The information provided will be used in conjunction with the following Privacy Policy found at

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