‘Ultra Low Fat Gourmet Doughnut Shop’ Opening in the West Village

The upstart.
The upstart. Photo: Holey Donuts

No doubt in response to the collective full-fat awesomeness represented by America’s greatest doughnut shops, a decade-old online company called Holey Donuts! will open its first brick-and-mortar store on May 4 at 101 Seventh Avenue South. Owner Frank Dilullo refuses talk about his patented 22-step process in detail, except to say that his 26 doughnut varieties, which contain a mere 3 to 5 grams of fat each and will retail for $3.85 a pop, will be kept in “four special chambers” maintained at 105 degrees and 95 percent humidity. In other words, part of the secret recipe is hot air. Future locations are already in the works. [Official Site, Related]