Pride month bake – Crosstown doughnut collaboration with John Whaite

Crosstown pride doughnut John Whaite Passion Fruit & Coconut Rainbow Scroll
Tim Firmager
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For Pride 2024, UK doughnut company, Crosstown, has teamed up with John Whaite to create their Passion Fruit & Coconut Rainbow Scroll – a pride-themed doughnut with proceeds going towards LGBTQ charity, akt.

The doughnut itself: Passion Fruit & Coconut Rainbow Scroll

The rainbow effect is created through colourings from turmeric, beetroot and blue spirulina vegan sourdough that’s rolled together to create a unique dough. This is filled with a fresh, citrusy passion fruit custard – this really zings with flavour, matching the vivid colours of the dough. The rainbow doughnut is topped with a coconut glaze and sprinkled with desiccated coconut and edible flowers. We didn’t get much of a coconut hit, but the decoration is beautiful. Overall a delightful design and execution. Will we be ordering another batch of them when they go on sale on 25 June? Absolutely.

The Passion Fruit & Coconut Rainbow Scroll are priced individually for £6.25 from all Crosstown stores and for collection and on-demand delivery and as a Pride six-pack for £30.95.

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For each of these doughnuts sold, Crosstown have committed to donate 50p to akt, a charity providing support for LGBTQIA+ young people who are either at risk of homelessness or currently experiencing it.

About the Crosstown x John Whaite collaboration

John Whaite first appeared on our screens in 2012 as the winning contestant of The Great British Bake Off. In 2021 he stepped into the ballroom appearing in the first all-male couple on Strictly Come Dancing. “I’m thrilled to be teaming up with Crosstown. Not least because their creations are top-notch, but also because since launching my own bakery business, Ruff Puff Brownies, I appreciate the importance of social purpose. And it’s with great pride I can say our doughnut collaboration will raise money for the akt charity.” John Whaite said.

Since its conception, Crosstown has 24 sites across London, stores in Cambridge and Oxford, as well as offering nationwide delivery (including same day and next day in some locations). Their CEO, Howard Ebison, said “At Crosstown, we believe in celebrating diversity, inclusivity and supporting the ambitions of minorities. Bringing together two LGBTQIA+ led businesses to create an amazing product that supports youth facing homelessness due to their sexuality or gender is testament to our commitment to the community.”

To order your pride doughnuts visit

About Tim Firmager

Tim divides his time being a Digital Consultant in The City and as a food and travel writer across the globe. When he's not working as one of the Lifestyle Editors here at Vada, he's planning his next trip, or on the lookout for the latest food crazes or unusual foods in London's markets.