Global doughnut brand rolls out in 150 Pick n Pay stores across South Africa

Europastry’s Dots brand has entered into an exclusive partnership with Pick n Pay that will see the international company’s products rolled out in 150 of the retailer’s stores nationwide.

Dots offers topped, filled, and ‘pop dots’ doughnuts, with an initial 11 flavours now available in select Pick n Pay stores.

Pick n Pay announced the partnership on Thursday, 1 October, saying that the range of doughnuts offered will change over time.

“We’re very excited to bring a new style of doughnut to local retail,” said Pick n Pay head of product marketing L’Andre Venter. 

“Dots allows us to offer something different to the category, with distinctive flavours, toppings and formats that would be difficult to replicate in a traditional in-store bakery.”

The Dots brand forms part of Europastry, a global bakery specialist supplying breads, pastries, cakes, and doughnuts across 80 countries. 

It offers 40 doughnut varieties and has built a strong international following, with 370 million doughnuts sold worldwide in 2025.

“We are always looking for new and innovative products to bring to our customers. The scale and specialist expertise behind Europastry attracted us, particularly its approach to flavour and ingredients,” Venter said. 

“The Dots range uses specialised ingredients, including real cream and cream cheese, and combines them with flavours that reflect international trends.”

Pick n Pay said the initial 11-flavour selection is based on some of the brand’s best sellers, but the range will continue to evolve over time.

The retailer said new flavours will be introduced in response to customer preferences and changing flavour trends.

“We want to keep the category fresh and relevant, and give customers more flavours to try,” Venter said. 

“As we learn more about what South African customers enjoy, we can introduce new varieties while continuing to introduce international flavour trends to our stores.”

Dots doughnuts photos