BakeAway has unveiled a ready‑to‑bake cookie dough brand as it looks to meet growing demand for “straightforward home baking” and tap into social media trends.
The new brand, called Doh, features versatile dough that can be shaped into different formats. It will launch with two flavours – Double Choc Chunk and Salted Caramel – that will be available in Tesco, Asda and Ocado from 20 April (rsp: £3.25/275g).
BakeAway, which already offers products such as filo pastry, pizza dough and pancakes, said the “foolproof” recipes were developed to meet growing demand for “straightforward home baking”.
But the new brand was also created to tap into social media trends. The dough’s versatility means bakers can “divide, shape, twist or flatten” the dough to create formats trending on TikTok and Instagram, such as traybake bars, mini bites, skillets or cookie cups.
“The strength and dynamism of the brand has been a huge driver in retailer engagement ahead of launch. Retailers aren’t just interested in Doh, they can’t wait to get it on shelf,” said Elliot Cantrell, head of NPD at BakeAway.
“The playful packaging and easy-to-use format will ensure Doh stands out on the shelf, while giving shoppers the flexibility to create their perfect bake and enjoy a premium treat experience.”
No comments yet