A WINCHESTER bakery has found a way of delighting sweet-toothed residents across the city - it has come up with a noble excuse to indulge guilt-free in jam doughnuts!
All this week, Reeve the Baker, in the High Street, is donating 10p from every doughnut sold to charity.
It might only last until tomorrow but for the remaining calorie-packed days, the sugary treats will have never tasted more guilt-free.
Manager Ann Ribton said: "We have hundreds of doughnuts in every day and we campaign strongly with our customers to buy them. They are the best doughnuts ever."
All nine of the Reeve the Baker stores across the south take part in Jam Doughnut Week every year.
This year they are raising cash for the air ambulance service in Wiltshire and Dorset and are aiming to sell a staggering 25,000 doughnuts.
In 2003, profits from more than 21,000 doughnuts sold in the week were given to Sutton-Scotney-based children's hospice Naomi House.
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