Krispy Kreme teams up with Ghirardelli on a Hot Cocoa Doughnut: What happened and why it works?
Krispy Kreme just launched a Hot Cocoa Doughnut made with Ghirardelli for the 2026 holidays. What is in it, how long it is around, and why the collab works.
In brief
Krispy Kreme has launched its 2026 Holiday Seasonal Collection, led by a Hot Cocoa Doughnut made with Ghirardelli, the 174-year-old San Francisco chocolate brand. The collection also includes a Sugar Cookie Doughnut and a Caramel Toffee Cheesecake Doughnut. It is available nationwide through the end of the year, and the Sugar Cookie Latte is back too. The Ghirardelli tie-up is a textbook holiday collaboration: Two trusted brands, one limited-time product and a short window to buy it.
What did Krispy Kreme launch for the 2026 holidays?
Krispy Kreme launched its Holiday Seasonal Collection in early November 2026, its final seasonal lineup of the year (Allrecipes). It replaces the chain’s fall menu, arriving just days after Krispy Kreme released two Halloween dozens (Allrecipes).
The headline item is a Hot Cocoa Doughnut made with Ghirardelli Hot Cocoa. Krispy Kreme has worked with Ghirardelli before, on doughnuts inspired by Ghirardelli’s chocolate squares. This time the partnership is built around hot chocolate (Allrecipes).
What is in the Krispy Kreme Hot Cocoa Doughnut?
The Krispy Kreme Hot Cocoa Doughnut is an Original Glazed doughnut dipped in chocolate icing. It’s topped with a dollop of chocolate frosting made with Ghirardelli Hot Cocoa, marshmallow bites and a dusting of Ghirardelli Hot Cocoa powder (Allrecipes).
What doughnuts are in the Krispy Kreme Holiday Seasonal Collection?
The Krispy Kreme Holiday Seasonal Collection has three new doughnuts (Allrecipes).
| Doughnut | What is in it |
|---|---|
| Hot Cocoa Doughnut | Original Glazed dipped in chocolate icing, topped with Ghirardelli Hot Cocoa frosting, marshmallow bites and cocoa powder |
| Sugar Cookie Doughnut | Original Glazed dipped in vanilla-flavored icing, topped with real sugar cookie pieces and red and green sprinkles |
| Caramel Toffee Cheesecake Doughnut | Filled with cheesecake-flavored Kreme, topped with caramel icing, caramel drizzle and a toffee graham crunch |
The doughnuts are sold individually or in a special Holiday Dozen, on menus nationwide through the end of the year. The Sugar Cookie Latte also returns, hot or iced, made with sugar cookie syrup, whipped cream and the same sugar cookie topping as the doughnut (Allrecipes).
Why did Krispy Kreme team up with Ghirardelli?
Krispy Kreme teamed up with Ghirardelli because a collaboration lets each brand borrow what the other does best. It works on four levels:
- Borrowed trust: Founded in 1852, Ghirardelli brings premium chocolate credibility that a doughnut chain can’t build overnight.
- New fans: Ghirardelli fans who rarely visit Krispy Kreme now have a reason to stop by, and the reverse.
- Urgency: A holiday-only product pushes people to buy now, before it disappears in January.
- Low risk: A seasonal doughnut tests a new flavor without adding it to the permanent menu.
The risk runs both ways. If customers love the doughnut but credit Ghirardelli for it, Krispy Kreme gains less than it hoped. If the pairing feels forced, it can make both brands look like they’re chasing a gimmick.
Why are holiday menus launching earlier in 2026?
Holiday menus are launching earlier because chains are racing to own the season first. This year, McDonald’s released its Cookie Butter coffees ahead of Dunkin’ and Starbucks (Allrecipes). Dairy Queen launched a Peanut Butter Blossom Blizzard, and Zaxby’s added a Peppermint Cookies & Cream Milkshake (Allrecipes).
Launching first wins attention, but it squeezes planning time. Flavors, partners and prices all have to be decided and tested months before the first holiday item hits the menu.
How do brands test a collaboration like this?
Brands test a collaboration by checking five things with real customers before launch.
| Question | What to measure | Research method |
|---|---|---|
| Is this the right partner? | Whether customers see the two brands as a natural fit | Brand association survey |
| Will people want it? | Appeal, uniqueness and purchase intent | Concept test |
| Which flavor wins? | Preference across options, such as hot cocoa vs sugar cookie | MaxDiff or a sequential monadic test |
| What should it cost? | What customers will pay for the co-branded version | Price testing or conjoint analysis |
| Will it steal sales from our core menu? | Whether customers swap their usual order for it | Survey of current customers |
The partner check matters most. A brand that tests only the product can launch something customers love but credit entirely to the partner.
What can other chains learn from the launch?
Other chains can take four lessons from the Krispy Kreme and Ghirardelli collaboration:
- Plan before the season starts: With holiday menus arriving in early November, research has to finish by late summer.
- Pick a partner customers already trust: Heritage and quality rub off on a new product quickly.
- Test the fit, not just the flavor: Customers need to see the partnership as natural rather than forced.
Testing a brand collaboration on Flickly
Flickly helps brands test collaborations and seasonal launches before they hit menus and shelves, using concept tests, MaxDiff, brand association surveys and price testing. Studies run on a panel of more than 65 million verified consumers, every response is scored for quality, and findings arrive in 72 hours.
Frequently asked questions
Run your next study with verified Indian consumers
Design the study, reach the right respondents, and get decision-ready insights in 72 hours.