Doughlicious new branding  2100x1400

Source: Doughlicious

Gluten-free snacking brand Doughlicious has unveiled refreshed packaging with a curvy new look logo for its range of cookie dough products.

The branding update, which was rolled out today (12 March), features vibrant colours and bold typography accompanied by ‘heroic’ images highlighting taste, textures, and ingredients.

Doughlicious said these new designs are intended to provide stand-out brand blocking on shelf, attracting the attention of snackers.

The business claimed its new look embodies the essence if its products, which it describes as ‘deliciously daring, approachable and boasting the “lick the pack appeal” that is simply irresistible’.

Doughlicious currently produces gelato-filled dough ball snacks in various flavours, pre-portioned ready-to-bake cookie dough, and tear & share dough bites. All have now been brought under the same branding, which the company said gives it credence as a ‘cookie dough platform’.

“We are absolutely thrilled to be launching the biggest brand refresh for Doughlicious,” said founder and owner Kathryn Bricken, an American expat who launched the business in London in 2014.

“It’s the culmination of years of work building a cookie dough platform that is transforming snacking expectations and stretching the limits of what cookie dough can be. It really is super sneaky good,” she added.

New packaging for Chocolate Chip and Chocolate Truffle flavours of Doughlicious' Cookie Dough & Gelato Bites

Source: Doughlicious

Doughlicious products are sold in the refrigerated and frozen sections of UK retailers including Tesco, Waitrose, Morrisons, Planet Organic, Whole Foods Market, Costco, Selfridges Food Hall and more.

The firm uses locally sourced oat flour (non-white bleached) to create its range of products at a gluten-free factory in West London certified by BRCGS, SALSA, The Organic Food Federation, The Vegetarian Society, and The Vegan Society. No added refined sugar, artificial additives, or preservatives are included in recipes, with dairy-free and vegan offerings also produced.

To support the next stage of its growth including expansion into new global markets, Doughlicious appointed Russell Barnett as its new managing director last September.

Another free-from sweet bakery brand, We Love Cake, also came out with a new logo and packaging design last month