For a few days now, the pastel pink boxes of B'Sweet Donuts have been flourishing in the city centre. Those who pass by the avenue de la Liberté will have seen the queues forming outside the shop as customers wait in line for a chance to taste the famous donuts.
From Classic Sweeties to Fruit Specials, the store’s window reveals colourful and tempting donuts with names like Salty Caramazing, Strawbueno, Pistaberry (special mention for its raspberries!), Mucho Pistachio, Buenissimo... they are a real delight for the eyes and for the palate.
New products are also to be expected, as one of the founders of the store reveals: "We like to innovate with different flavours and combinations, which is why we plan to bring out a special donut every month.”
A shop close to its customers
The store also places great importance on its community, as the founder likes to call it, by involving them in product testing before their launch, or by offering the first 100 donuts for free at the opening on 19 March.
It's been a long time since we've seen a queue on the street like this in Luxembourg, at the opening of the B'Sweet shop... Maison Moderne
The store attracts all kinds of people: students, businessmen on a lunch break, families with children,... "We liked the Place de Paris and Gare area for its diversity [...] it's the beauty of Europe that we appreciate in Luxembourg," he says.
For those who don’t like to queue, the shop has a solution: "Due to the high demand from our community for a click & collect service, we will soon start offering it on bsweetdonuts.lu, which is not yet online. The community has also asked us to offer a delivery service - we have noted this," explains the co-founder.
Tasty and committed
B'Sweet Donuts also wants to have a positive impact. "For every item sold, our community will help us support a social organisation based in Luxembourg. This is our way of giving back to society and raising awareness of organisations that are sometimes a bit 'invisible', but that do valuable work for society today and tomorrow. We decide together, on social networks such as Instagram, Facebook or TikTok, which social organisation to support next,” according to the store.
B'Sweet Donuts also offers hot drinks, such as coffee and cappuccino, and has partnered with a regional roaster because of its corporate social responsibility in the supply chain of coffee beans. Other drinks will soon be available to accompany the new doughnut assortments.
B'Sweet Donuts is at 48, avenue de la Liberté, Luxembourg-Gare
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This story was first published in French on . It has been translated and edited for Delano.