06/22/2011 02:39 pm ET | Updated Aug 22, 2011

Krispy Kreme Adds Healthier Menu Items

Just like every other fast food chain, Krispy Kreme is about to launch new, healthier menu items.

This September, the 75-year-old doughnut company will roll out a range of coffees and healthier items like oatmeal, yogurt and juice, reports Bloomberg Businessweek.

A menu that at least acknowledges health-consciousness is part of the chain's attempt to rebrand and revive itself -- following the best quarterly profits they've seen since 2004.

But Krispy Kreme should watch out when declaring what's "healthy."

Earlier this year McDonald's added oatmeal to their menu in a similar bid to attract customers who weren't interested in Egg McMuffins and critics were eager to dispute its "wholesome" claims.

"In typical McDonald’s fashion, the company is doing everything it can to turn oatmeal into yet another bad choice," wrote Mark Bittman in a New York Times opinion piece, noting it only contained 10 fewer calories than a McDonald's cheeseburger.