Krispy Kreme is hoping a new bait will attract health-conscious consumers to their gluttony palaces: soft-serve ice cream.

The “Kool Kreme” will make its debut complete with a topping bar in new, smaller stores that hide all the donut-making eye candy in the back.

Bob Goldin, a food industry enthusiast, explains the shift is an attempt to “reposition [Krispy Kreme] as more of a treat concept that offers consumers desserts and indulgences.” We don’t know what that means either, but soft-serve ice cream is a terrible idea. If Krispy Kreme really wants to bait America’s cadre of healthy-in-mind-if-not-in-body consumers, they should install juice bars. Waist-minders won’t travel for ice cream, but they might pick up an artery-strangling donut if they think it would nicely complement a healthy shot of wheatgrass juice.

Health Craze Has Hurt Doughnut Chain [WDSU]
Krispy Kreme hopes to heat up sales with ice cream [AP]
(AP Photo/Mark Lennihan)

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