Business news

Donut fear! Taboo to open four more concessions in Asda this year

Posted By:
ASDA Stores Ltd

22nd Nov 2022

Following the success of the Taboo concession in its store in Enniskillen, Asda will open four more Taboo donut concessions by the end of 2022, offering customers donuts, Italian gelato, cookies, brownies, and freshly ground coffee.

Established in 2018, family run Taboo Donuts employs over 40 staff with the business expanding extensively during Covid. The concessions will supply six product lines to Asda Bangor, Coleraine, Portadown, and Antrim in an exclusive contract with the supermarket chain.

Brett McKinney, Director of Taboo Donuts explains,

“We’re really excited to expand our concessions in Asda to the four new stores. Making donuts fresh every day is the way we do it at Taboo, from Eton mess to a Lemon Meringue – we love to get creative with our flavours. We are constantly looking for new ideas and take our inspiration from customer feedback.

“We are thrilled to bring our locally produced, high quality products to more Asda shoppers. The growing partnership with Asda is a massive opportunity for us and these concessions will allow us to create new job opportunities in the local areas which is just fantastic.”

George Rankin, Senior Director Asda NI, added:

“The Taboo concession in Asda Enniskillen was the first of its kind in our Northern Irish stores and we are delighted to be able to share that offering with more customers at four more stores.

“We pride ourselves on working with local suppliers to bring our shoppers delicious and unique products. Taboo offers just that with such eclectic flavours and a fabulous range to choose from. We know our customers are going to love them.”



  1. George Rankin, Senior Director Asda NI, Brett McKinney, Director of Taboo Donuts