A VEGAN doughnut shop promising an "indistinguishable taste without the animal cruelty" will open in Worcester.

Golden Glaze Doughnuts will be the newest addition to the Worcester vegan scene after it was revealed it will be opening in the Shambles Market Hall this week.

Wil Merryweather, the business owner, has toured across the UK selling his doughnuts but has decided to take the next step and finally open a store in his home city. 

"I am a little bit nervous but mostly excited," he said.

"We have a strong community, and on Facebook, we have received fantastic feedback.

"To get the store finished feels really nice. 

"It is just a pleasure to join the vegan scene in Worcester which has such a vast variety of vegan places."

The eatery will officially open on Friday and to celebrate it will give its first 100 customers a free doughnut.

The doughnuts have been described as being for everyone by offering an indistinguishable taste from animal-based products but without the cruelty attached. 

Mr Merryweather added: "What makes us stand out is the fact that we make vegan doughnuts in a vegan kitchen with vegan staff, and it is accessible to everyone.

"The doughnuts taste better than elsewhere but without the animal products.

"It is really good to open in Worcester.

"I do not know what to expect, and it is nerve-racking but very exciting.

"We will still be doing the markets, but it is nice to lay down our roots in the town, and customers can come when they want instead of waiting six months for another market."

In the future, Mr Merryweather said he plans to continue doing markets across the UK forever but does hope to branch out into more cities and towns.

The business's next biggest venture will be opening a unit at the new Forest Green Rovers stadium once it is built.

All the doughnuts served will be hand-made fresh in-store.

Golden Glaze Doughnuts will be open Friday and Saturday 10am to 4pm.