BakeAway is stepping further into the branded consumer market with the launch of a new cookie dough range, Doh!, designed to bring bakery-style cookies into the home with minimal effort.
Rolling out across major UK supermarkets from April, the new chilled dough range targets the growing demand for convenient, indulgent baking experiences that deliver fresh-from-the-oven results without the prep time.
The debut line-up features two flavours, Double Choc Chunk and Salted Caramel, both developed to appeal to shoppers looking for simple, crowd-pleasing treats that can be baked straight from the pack.
Positioned as a fun and accessible at-home baking brand, Doh! leans into playful branding and a hands-on experience, aiming to make home baking feel easy, quick and enjoyable rather than time-consuming or technical.
BakeAway is leveraging its expertise in dough manufacturing to enter a fast-growing category where convenience and indulgence continue to drive shopper interest. The company sees strong potential for the brand to evolve with new flavours and formats over time as demand for at-home bakery treats continues to rise.
With Doh!, BakeAway is aiming to carve out a distinctive space in the ready-to-bake sector, combining convenience with the appeal of freshly baked cookies straight from the oven.
