Snack maker Hostess unveils caffeinated doughnuts as market for caffeine-spiked food heats up

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Since seemingly the dawn of time, humans have enjoyed coffee with doughnuts. Now, Hostess - maker of Twinkies, Ho Hos and Ding Dongs - is combining the two by creating caffeinated doughnuts.

Since seemingly the dawn of time, humans have enjoyed coffee with doughnuts.

The bakery giant's Boost Jumbo Donettes, which the company plans to ship out this month, will come in two flavors - chocolate mocha and caramel macchiato. Each single-serving doughnut contains 50 to 70 milligrams of caffeine, a little less than the 80 to 100 milligrams in an eight-ounce cup of coffee.

But a study in 2019 in the American Journal of Preventive Medicine found that energy-drink consumption in the United States "increased substantially" and that those who drank such beverages took in far more caffeine than those who didn't. The study also hinted at a growing market among younger people.

Despite a seemingly timeless pairing, the marriage of coffee and doughnuts solidified after World War II. While selling a variety of food out of a fleet of 200 trucks, William Rosenberg noticed 40% of his sales came from only two products: pastries and coffee, the Los Angeles Times reported. In 1948, that led Rosenberg to open the Open Kettle in Quincy, Mass. Later renamed as Dunkin' Donuts, the business would swell to about 1,000 shops across the country by the end of the 1970s.

 

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