Nottingham's Doughnotts has a reputation for launching exciting new products such as doughnut wedding cakes, pizzas and bouquets.
Now the local company has gone one step further and from today (September 4) will be selling a new line of delicious dinky doughnuts - just for dogs.
While the King Street shop's best-sellers are elaborate sugary spectacles topped with chunks of Bueno or packed with jam, the canine treats known as DogNuts are much healthier.
Doughnotts has collaborated with Ruffles Dog Bakery in Alvaston to trial the dog-friendly version, which are made using wholemeal flour, oats and organic smooth peanut butter.
They're topped with dog-friendly chocolate in white or carob and a drizzle of natural colourants including golden turmeric and beetroot, which tastes of strawberry.
The shop is selling the mini DogNuts for 50p, and if successful they may be introduced into the usual line-up.
Marketing manager Daniel Byrne said: "Our stores have always been dog-friendly and thanks to our collaboration with Ruffles Dog Bakery they can enjoy a doughnut too."
They don't have the delicious sweet aroma of a normal doughnut but they're flying off the shelves.
Like the human doughnuts, the doggy versions are handmade. Ruffles owner Donna Wakeman said: "The idea is that they resemble human food but are a dog-friendly healthy treat.
"Wholemeal flour is good for dogs and dogs just love peanut butter," added Donna, who used to be a web designer before launching the bakery.
She also supplies rural gastro pub The Dapper Spaniel, in Rolleston, with dog-friendly pizza slices and burgers.
