A new store selling doughnuts described by customers as "the best around", is set to open in Hitchin.

Say Doughnuts is setting up shop at 38 Churchyard, formerly occupied by Marie Antiques, with work already taking place on the unit ahead of the opening.

Set up and run by Aaron Shade and Sarah Ball, the business already has stores in Bedford and Berkhamsted, and started thanks to a passion for doughnuts.

"Our story began with a love for fantastic food and a simple desire to whip up incredible doughnuts for our family and friends," the Say Doughnuts website reads.

"Rumours started to spread about our fine doughnuts and buns, and as our passion grew, we needed to make more dough. We decided to spread the joy beyond our kitchen and share our handmade delights with our local community and beyond.

"We take pride in handcrafting each one from scratch every single day. Our dough recipe is pure and simple – and it's all rolled and cut by loving hands."

No opening date has been confirmed for the new store in Hitchin, but Instagram posts on the Say Doughnuts account show plenty of work taking place inside the unit.