Krispy Kreme fans are rejoicing over the company's latest promotion: a free glazed doughnut every day this year, as long you show proof that you've gotten a COVID-19 vaccine.
But not everyone is a fan of the sugar rush.
Some experts, including the top public health official in North Carolina — the birthplace of and perhaps biggest cheerleader for all things Krispy Kreme — are reminding people about the importance of moderation.
"I love me a Krispy Kreme doughnut, but maybe not every day," Dr. Mandy Cohen, secretary of the N.C. Department of Health and Human Services, said during a news conference Tuesday. "But I would also like to say that we are making sure that folks know the true benefits of this vaccine for themselves, for their families and their communities."
Dr. Aseem Malhotra, a doctor in the United Kingdom who has shared controversial views on diets, also weighed in, saying high blood sugar levels are a risk factor for COVID-19 mortality.
"Krispy Kreme is offering FREE doughnuts for people getting the vaccine," he said on Twitter. "You really couldn't make it up."
In its announcement Monday, Krispy Kreme said it wants "to support everyone doing their part to make the country safe by getting vaccinated as soon as the vaccine is available to them."
That resonated with Dr. Vincent Rajkumar of the Mayo Clinic.
"Well this is amazing," he said on Twitter. "Anything and everything to help combat vaccine hesitancy."
Dr. Leana Wen, a medical analyst for CNN, said she appreciated Krispy Kreme's "out-of-the-box thinking" and hopes other companies will offer incentives for vaccinated customers.