Tradition and new world mix together as Dudley doughnuts seller unveils new van and social media collaboration

A doughnut seller renowned for a mixture of traditional and colourful doughnuts has undergone a new look and taken on new influencer collaborations.

Old Toms Donuts in Dudley has been rebranded with a very colourful black and pink look, using the same lettering as seen on Grand Theft Auto games and all covered in decorative sprinkles.

The doughnut seller on Dudley High Street has also built up a cult following in the social media world with a TikTok page, with more than 40,000 followers already and a number of quirky videos being released on the channel.

Owner Pete Westwood said Old Toms had also worked with a couple of social media influencers to create new and quirky doughnuts and spoke about the rebrand.

He said: “We've gone from a red trailer to a very fashionable, trendy trailer with fantastic colours and we’re also doing a collaboration with the two biggest local influencers.

“We've got Chlo in the West Mids, who's got an exclusive doughnut range with us, and we're also bringing in Inside the Baller Liam, who's going to have his own exclusive range as well.

“We've come up with some flavours, talking with them to find what represents their personalities as well, so Chlo’s got white chocolate and bubblegum because she's quite a bubbly person, plus sprinkles for diversity and so on.

“For Liam, we've had to do him some knockout doughnuts because he's boxing Man like Mike, so we've give him some good, strong flavours like cookie dough, milk chocolate mixed and white chocolate and cookie dough.”

Mr Westwood said the new range from Chlo in the West Mids had been phenomenal, saying that it was the fastest selling with 20 to 30 a day, and said everyone had also loved the new brand.

He said: “ People love it, absolutely love it, and they've all been coming and taking pictures and even the roof’s been branded, so they absolutely love it.

“We've been selling the uniforms as well and merchandise and we've probably sold about 15 t shirts, so it’s been a real success for us.”