One of Spain’s leading chefs, three-Michelin-star Dabiz Muñoz, is collaborating with a French retail giant on a donut product that costs under €2.
As many leading chefs have diversified into other revenue streams, including putting their names to products on supermarket shelves, these collaborations usually involve high-end condiments and delicacies, rather than low-cost, high-sugar confections.
However, Muñoz, who holds three Michelin stars at his Madrid restaurant DiverXO, has gone for a cheap treat, and has collaborated with the retail chain Carrefour on a donut called ‘DonutsXO’, which costs just €1.69. The product hit supermarket shelves all over Spain in the month of February.
While some chefs are often perceived as being overly serious about their craft, Muñoz seems to be having fun with this creation, which is marketed on social media as generating a pleasure that will "that will make your head explode”.
On the day of the product launch, Muñoz stated that the goal is "to break the parameters of flavour and texture of the usual donut without the brand being unfaithful to its own philosophy".
The ingredients of DonutsXO are: reduced milk with vanilla, toasted buttercream in the filling, hints of citrus and some spice. The donut is white and has areas covered in dark chocolate.
"It gives a lot of sensations when you eat it, because that's how my kitchen is,” said Muñoz. “It tastes very different when you start than when you finish. The spiciness is subtle but persistent, it stays elegantly in the aftertaste, and the texture is between a crunchy glaze and a bonbon.”
The DonutsXO will not be a permanent fixture on the supermarket shelves though, and will only be available in Carrefour stores for the next three months.
"Such disruptive and creative collaborations have their meaning in limited periods of time, so people are left wanting more," explained Muñoz.