Pastry and dough manufacturer BakeAway has unveiled its new cookie dough brand, Doh!.
Launched in two flavours – Double Choc Chunk and Salted Caramel – the cookie dough (rsp: £3.25, 275g) is said to be a fool-proof recipe that allows consumers to bake cookies exactly how they like them, whether that’s gooey, chewy or crispy.
The dough can also be divided, shaped, twisted, or flattened to create a variety of trending formats popular across TikTok and Instagram including traybake cookie bars, mini bites, skillets, cookie cups, and more.
“We’re pleased to launch Doh!, our new cookie dough designed to meet the growing demand for straightforward home baking,” commented Elliot Cantrell, head of new product development at BakeAway. “While the taste speaks for itself, the strength and dynamism of the brand has also been a huge driver in retailer engagement ahead of launch.”
The brand will be available at Asda and Tesco stores as well as via Ocado from 20 April. Cantrell noted how “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”.
BakeAway also produces pancake brand Abra-ca-Debora and ready-roll pastry brand Jus Roll as well as ready-to-bake pastry and dough products for supermarket own-label ranges. It operates a 93,500 sq ft factory on the outskirts of Corby, Northamptonshire.
Paris-based company Cérélia acquired BakeAway in 2016. A lengthy legal battle with the Competition & Markets Authority to keep hold of the Jus-Rol ended in March 2025, with Cérélia forced to sell the brand to Rinkelberg Capital. This resulted in a £5.5m decrease of Cérélia’s UK turnover down to £99.6m in its most recent financial year (ended 30 June 2025), although profit improved by £800k to £3m.
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