HEALTH advocates have launched a blistering pre-emptive strike against any arrival of American donut chain Krispy Kreme in Wagga.

The signposting of four “Krispy Kreme coming soon” corflutes on a high-profile CBD block late last week has raised eyebrows among local business leaders and sent nutritionists into a flurry.

Raine and Horne Wagga is listed as the selling agent of the vacant block located at the corner of Baylis and Edward streets.

However, the real estate agent on Monday denied Krispy Kreme intended to open a store on the site, instead saying the block is often used – without permission – for its advertising prominence to passing traffic.

It is understood the company may be seeking a Wagga-based franchisee.

Krispy Kreme would need to lodge a development application before a decision to build in the city – but health expert Judy Davie believes Wagga shouldn’t take any chances.

The Riverina was shamed this year as the state’s most obese region, as the health district struggles to sink in the message that healthy is normal.

“A Krispy Kreme is the last thing Wagga needs,” Ms Davie said. “It’s cheap and convenient, but it does nothing to contribute to the health of a person. There is no nutritional goodness or value in it whatsoever.”

According to the nutritional information fact sheet, one Krispy Kreme original glazed donut contains 980 kilojoules, 12 grams of fat and more than 15 grams of sugar.

Ms Davie – who recently headed up the Lighten Up Wagga obesity campaign – said fast food chains target the poorest people.

“Krispy Kreme has this incredible marketing strategy where they paint a box of Krispy Kremes as a social symbol, creating an idea that it’s desirable to be seen with a Krispy Kreme,” she said. 

“Unfortunately, people still view it as a treat to eat out. While they may not have the time or the money to go to a restaurant, anything to avoid cooking at home is seen as a reward.”

According to the Heart Foundation, a whopping 81 per cent of Riverina people do not achieve two-and-a-half hours worth of “vigorous” exercise per week. The organisation said about 33 per cent of people living in the Riverina are obese.

Krispy Kreme Australia could not be contacted on Monday.

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