In a world where indulgence and health rarely go hand-in-hand, one brand is reshaping what it means to treat yourself. Meet Doughlicious—the UK-born, clean-label cookie dough brand founded by Kathryn Bricken in 2017. Built on passion, perseverance, and a serious love for good ingredients, Doughlicious proves that you really can have it all: flavor, quality, sustainability—and fun.
🌿 The Better-for-You Brand That Doesn’t Compromise
The frozen dessert aisle has long been ruled by artificial fillers, refined sugars, and taste-sacrificing “healthy” options. Doughlicious flipped the script by crafting products that are:
âś… 100% gluten-free
âś… Made with clean, natural ingredients (think oat flour instead of refined wheat, maple syrup over corn syrup)
âś… Packed with unique, indulgent flavors like Matcha White Chocolate and Dough-Chi cookie dough gelato bites
✅ Consciously crafted—no additives, no shortcuts
As the global cookie and cookie dough market skyrockets toward $13.3 billion with a CAGR of nearly 7%, demand for plant-based, gluten-free, and transparent brands is soaring. Doughlicious isn’t just riding the wave—they’re helping shape it.
🛠️ From Kitchen Counter to Premium Challenger Brand‍
Success didn’t come prepackaged. Kathryn began the Doughlicious journey in her home kitchen, inspired by her mother’s baking and driven by a desire to bring real ingredients back to indulgent snacks. Armed with a £1,000 secondhand mixer, she set out to prove you don’t need artificial junk to make something truly delicious.
Fast forward to today, she has a state-of-the-art in-house production facility ensures consistency, innovation, and top-tier quality control; Doughlicious products are available across major retailers, with a growing international presence; the brand continues to scale without losing its soul—still prioritizing quality over quantity and impact over hype.
🔍 Key Lessons from the Doughlicious Journey‍
đź’ˇ In-House vs. Outsourced Production
- Outsourcing may have promised speed and scale—but it risked compromising product quality.
- Kathryn brought production in-house, allowing tighter control, faster innovation, and uncompromising integrity.
- That decision—though tough—laid the foundation for their most iconic products like Dough-Chi.
đź›’ Retail First, D2C Later
- While many brands default to direct-to-consumer, Doughlicious focused on retail.
- Despite challenges like slotting fees and marketing costs, this approach built visibility and long-term trust.
- Smart in-store campaigns and retail partnerships helped establish the brand across the UK and beyond.
🌍 Smart International Expansion
- Instead of going global overnight, Doughlicious entered Sweden first—a market with growing demand for healthy treats.
- They tailored the brand to each market, ensuring cultural fit and avoiding costly missteps.
- Now, Doughlicious is expanding with intention—one market at a time.
đź’« A Blueprint for Conscious Challenger Brands
Doughlicious is more than a dessert brand—it’s a case study in modern entrepreneurship, proving that bold, purpose-driven businesses can go head-to-head with legacy giants like Nestlé and Pillsbury.
Here’s the secret recipe:
- Purpose-led production (clean, honest ingredients from day one)
- Sustainable practices, including renewable energy and food waste initiatives through the Dough Good project
- Smart, steady growth over flashy shortcuts
- End-to-end brand control, baked into every bite
🎯 Final Bite: Why It Matters
In today’s era of conscious consumption, consumers are demanding more from their favorite brands. They want transparency, ethics, and great taste—and Doughlicious delivers. Whether you’re a food founder looking for a blueprint, a brand strategist watching consumer trends or just someone who loves guilt-free dessert moments...
Doughlicious shows what’s possible when a brand dares to bake differently!
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🍪💡learn everything about it in our Case Study 👉 HERE!
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