The bakery, in Tilehurst's Armour Road, is introducing a new range of tasty treats including chocolate and hazelnut, peanut butter and jelly, lemon and poppyseed, chocolate indulgence, strawberry and cream and caramel and custard.
The fun began with a contest to see who could finish their doughnut the fastest, and reporters Rebecca Pocklington and Emily Heath battled it out on Monday .
Organising the week's events, Daniel Carr said: "There is always a lot of interest from local residents around Doughnut Week, the staff always wear fancy dress and the atmosphere is cheery all the time, it's amazing how many new customers we see as the word spreads."
John Phillips is a regular customer from Warborough Avenue, and chose a jam doughnut. He said: "Events like this are great fun, I think I would always choose the traditional doughnut but the different ones on offer are fantastic."
Tricia Bridle brought her one-year-old daughter Heidi Wright from their home in Dee Road for a treat, and said: "Heidi loves anything sweet, especially with chocolate, so this is just a child's heaven. It's a great idea to set something like this up in the community."
Deborah Irving, assistant manager, added: "People are very receptive to the week's celebrations, it is hard at the moment with the economy but we still see people coming in more than ever. The surprise has been the peanut butter and jelly option, it's quite an individual taste but I suppose it's different so people want to try it out."
The Chronicle ran a competition in its sister paper, the Reading Midweek, last week and families need to hand their form in to the bakery. Winners will receive a box of doughnuts plus a baking birthday party valued at £285.
Call 0118 945 6688.