This post is part of our Battle of the Brands feature. Let us know which brand you prefer, and check out other Battle of the Brands posts.

Oh, how the sugary have fallen. Ten years ago, even five, you and I both know how this would have come out. In the standoff between longtime national fried-dough pusher Dunkin' Donuts and upstart sweet freak Krispy Kreme Doughnuts (NYSE: KKD), Krispy reigned supreme. The chain was rolling out new franchises as fast as dough circles could parade around its restaurants on shiny metal racks, and each time it did local police stations did overtime directing traffic.

Somehow, the mighty fell after the considerable sugar high, largely connected to poorly-managed finances, badly-handled expansion, and a sudden national fear of carbohydrates. All the while, Dunkin' Donut managers everywhere continued to plod along, making the doughnuts, and quietly stirring a blue-collar breakfast revolution. One day America woke up and realized, hey, Dunkin' Donuts' coffee is good! Someone named it "Better than Starbucks" and it soon became clear that the product guys had realized something: we make a lotta money off of coffee. Actually, more than half of the company's revenue.

The Boston Globe reports that "For more than four years, a small team huddled in the Dunkin' Donuts research lab trying to crack the code for a doughnut without trans fats that tasted just like those on which the chain had built its reputation over the last half century."

And now, at last, they have done it. In a few weeks, Dunkin's 5,300 stores will introduce trans-fat free donuts. While they can hardly be considered a health food -- they still contain the same amount of total fat -- this has to be considered a major accomplishment. Just a few years ago, there was doubt about whether such a feat could be accomplished. Competitor (sort of like saying the Tampa Bay Devil Rays compete with the Yankees ...) Krispy Kreme Doughnuts (NYSE: KKD) is still working on a trans-fat free donut, and doesn't yet have anything ready to market.

What's next for these doughnut-engineers? How many years are we away from a truly healthy donut? Will fat-free, sugar-free ice cream ever taste like something other than opening the freezer and sticking your head in? All of this talk about healthy junk food reminds me a bit of alchemy, but researchers seem to be making progress.

But would a healthy donut even be fun? Or would it become to common-place to count as a treat, and lose its allure?

In October 2000, Amey Stone -- then Associate Editor of BusinessWeek Online and now of BloggingStocks -- co-wrote an article about the KREMEY (Krispy Kreme Euphoria Yardstick) which compared the fate of $5,400, invested in 10 high profile dot-com stocks, with Krispy Kreme Doughnuts, Inc. (NYSE: KKD) which went public in April 5, 2000. Since then, the 10 stocks have tumbled 44%, while Krispy Kreme is down 23%.

Krispy Kreme is losing more money, according to The Wall Street Journal [subscription required]. The company makes great-tasting doughnuts. And since I was quoted in that October 2000 article I've learned more about how the human body metabolizes doughnuts. It initially releases a rush of insulin to digest all the sugar and carbohydrates in the doughnut. Following that sugar rush, people get listless and hungry.

This metabolic trajectory mirror's that of Krispy Kreme's stock chart. But since February 2005 when there were fears the company would file for bankruptcy, the stock has had a nice recovery. Meanwhile, of the 10 dot-com stocks on that April 5, 2000 list, three no longer exist as publicly-traded stocks -- AOL, eToys, and iVillage.com -- and the remaining seven are down an average of 44% -- as detailed below.

I came in late on the Battle of the Brands and missed a chance to join in the fun, but I have been keeping my own list, for what it's worth:

Borders Group Inc. (NYSE: BGP) vs. Barnes & Noble, Inc. (NYSE: BKS) -- Borders. Better coffee, magazine selection, and easy chairs. If only they didn't waste so much store space on those bound-paper things; there are shelves and shelves of them getting in the way of the gift cards, games, and Will Ferrell DVDs.

Krispy Kreme Doughnuts (NYSE: KKD) vs. Dunkin' Donuts -- Krispy Kreme. Their trademark glazed ring is only 200 calories, while Dunkin' Donut's standard cake donut runs to 300. Stated in standard American consumption units, that would be 2,400 calories/dozen vs. 3,600.

Home Depot, Inc. (NYSE: HD) vs. Lowe's Companies, Inc. (NYSE: LOW) -- I choose Home Depot, for their attire. Every time I'm in a Lowe's, I find myself wondering why they can't wash their vests. Perhaps they should acquire Aramark.

Time Warner Inc.'s (NYSE: TWX) Time magazine vs. Washington Post Co.'s (NYSE: WPO) Newsweek -- Time. I found a couple of pages in the last issue of Newsweek where I actually had to read text. What's up with that?

Charmin, a product of Procter & Gamble (NYSE: PG), vs. Northern, a product of Koch Industries -- Charmin wipes out the competition. To paraphrase a CEO of BFI, their bottom line is my bottom line.

Jockeys vs. Boxers -- jockeys. They're holding a high pair.

Left turns vs. right -- Right. It's hard to hold the cell phone without spilling my coffee when turning left.

Babies vs. kittens -- They both start off cute, but evolve into creatures that lie around the house expecting to be pampered without bothering to show gratitude. A cat, however, won't expect you to send it to Yale, then blow off senior finals to go to the Burning Man Festival.

Baseball vs. waiting for a Twinkie to show signs of decay -- Baseball. They bring beer to you.

Krispy Kreme Doughnuts Inc. (NYSE:KKD) is gaining friends on Wall Street.

CIBC World Markets analyst John S. Glass upgraded the shares to "sector performer" from "sector underperformer" and set a $13 price target, saying the stock was "poised to reenter the investible universe," according to the Associated Press.

People already think that the donut chain will come back. Its shares have soared almost 54 percent over the past year. They gained 2 percent today and were last trading at $10.38.

Doubts about the chain linger. One long-time critic of Krispy Kreme, MarketWatch columnist Herb Greenberg, remains as skeptical as ever. He convincingly argues that the company's turnaround plan is based on strategies that haven't worked before such as increasing sales to convenience stores and adding new varieties.

Moreover, the battles over trans fats doesn't help the chain. Donuts, in case you are completely clueless, are loaded with them. Krispy Kreme recently introduced a whole-wheat donut with 180 calories, to try and show customers that it at least thinks about nutrition. If whole-wheat donuts are in your dieting plan, perhaps you need a new plan. They also don't sound particularly yummy.

This post is written as part of AOL Money & Finance's Best & Worst 2006. If you're a doughnut lover rooting for Krispy Kreme's comeback, cast your vote for it.

Poor Krispy Kreme. People once stood in line for store openings to get their free doughnuts, and the company and brand were the darling of markets and growing well. Who doesn't love a doughnut?

But Krispy Kreme (NYSE:KKD) has fallen from its perch and been dunked in the hot oil of reality: over the past few years the growth of the low-carb awareness -- in the form of Atkins, South Beach, Sugar Busters, and other diets that caused people to cut simple carbohydrates down or out of their diets -- was widespread. Even bread companies complained about the dip in sales.

Then the doughnut company got hit by a second health punch in the form of health awareness about trans fatty acids.

You want to tell customers that they should have realized well before all this that doughnuts obviously aren't good for you? Did anyone seriously think eating doughnuts was somehow not going be a dietary no-no? Were doughnut-eating customers so naive that when they were told these things were unhealthy they suddenly gave them up? If so, it might be a victory for public health awareness, but you have to wonder what kind of a rock Krispy Kreme's previous customers were under.

You want to root for Krispy Kreme to make a comeback, because really, we all like doughnuts. Sure they're not good for us, but neither is anything else that's truly fun in the world. Many of us secret doughnut lovers will be happy to put in some extra treadmill time if Krispy Kreme can come to grips with its deserters and continue to give us a standard glazed doughnut. Hang in there guys!

Today on MAD MONEY: sweet nothings. Jim Cramer said on this evening's show that, while there are some analysts whose recommendations he wouldn't touch with a 10-foot pole, Prudential's Howard Penney isn't one of them. When Prudential initiated Krispy Kreme Doughnuts (NYSE:KKD) with a 'buy' recommendation last week, Cramer agreed. [But disagreeing with the general consensus among BloggingStocks writers, it should be pointed out.]

Although Cramer admitted he has made a joke of KKD for five years, but he says now it is worthy of a "Buy." Prudential's analyst report converted him thanks to his "honest y" and previous good calls, such as OSI Restaurant Partners, Inc. (NYSE:OSI).

Cramer explained that Prudential has no conflicts because the company does no investment banking. There is risk here, but if you look rationally at the stock the call makes sense. The company's doughnuts are good and, as Prudential points out, international prospects can outweigh the historically dismal financial performance.

Cramer said that anyone who owns the stock now has already weathered a storm and isn't going to panic. They are all strong holders and the shorts are out in force on the name still.

Jon Ogg is a partner in 247 Wall Street and he does not own securities in the companies he covers.