In Krispy Kreme case it was in fact a "craze" - the Atkins "eat no sugar" diet wave, followed by South Beach diet wave, followed by the derivatives. All of thes

In Krispy Kreme case it was in fact a "craze" - the Atkins "eat no sugar" diet wave, followed by South Beach diet wave, followed by the derivatives. All of these have subsided now, but they were nothing less than a sudden craze. I was one of many how jumped on the bandwagon only to jump off it few months later.