Have you ever bitten into a doughnut and wondered, “How did they come up with this?” At Krispy Kreme Philippines, many of those flavors begin in the test kitchen with Chef Madz Manlulu, the brand’s R&D (Research and Development) Lead. If you want to be the mind behind unexpected flavors or dream of working in food R&D someday, here are 5 things to learn from her journey.
1. A bold first doughnut can change your whole career
Chef Madz joined Krispy Kreme in 2012 as a Commissary Manager, then moved to R&D two years later to handle the quality and technical side of the department, where she “quickly found [her] happy place.”
Her first innovation was a cheese ring–filled doughnut with candied bacon, something she describes as “fun, bold, and a little unexpected.” That single creation paved the way for many more and, as she says, “the journey kept getting sweeter.”
2. The best part of R&D is seeing ideas turn into real joy
What she enjoys most is turning ideas into products that make people happy. She works closely with Marketing, Supply Chain, Quality Management, Training, and Operations to bring each concept to life in all branches.
“Seeing a product move from bench samples to full-scale production, and eventually to customers, gives me a strong sense of purpose and achievement,” she shares. For her, every launch reminds her why she’s in this role: “to bring joy, one doughnut at a time.”
3. Inspiration can come from anywhere
Her ideas often come from childhood memories, travel, dining out, trending flavors, or even “a happy kitchen accident.” She believes inspiration shows up in everyday moments, and the key is staying open, curious, and ready to experiment.
4. Filipino flavors are a constant source of creativity
Ube, mango, calamansi, cashew, and pili nuts always call her back. Their comforting and versatile profiles make them ideal for innovation, and she believes Filipino flavors “have all the potential to go global” because of their unique balance of sweetness, tanginess, and nuttiness.
5. Every ‘oops’ is still a step forward
Not every test works, but each one teaches something valuable. She recalls a snack-flavored doughnut that didn’t land, but it helped the team better understand flavor balance and customer preference.
“I believe every product we innovate teaches us something, even when it doesn’t work,” she says. “Every week brings a new challenge that pushes me and my team to do better.”
If you’ve ever dreamed of creating a flavor of your own, Chef Madz’s journey shows that courage, curiosity, and creativity can turn that “How did they come up with this?” moment into something you brought to life.
