Doughy
Doughy is a Los Angeles-based DTC food brand founded in 2022 that sells premium vegan cookie dough in four 6oz flavors (seven ingredients or less each) directly to U.S. consumers via Shopify, offering subscriptions, bundles, and a charitable meal-donation partnership with GO Campaign.
- Company typePrivate
- Founded2022
- HeadquartersLos Angeles, United States
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Doughy does
Doughy is a direct-to-consumer food brand founded in 2022 by Kelly in Los Angeles, California, that manufactures and sells premium vegan cookie dough. The core product line comprises four 6oz SKUs — Chocolate Chip, Brownie Batter, Peanut Butter, and S'mores — each formulated with seven or fewer ingredients and free from dairy, gluten, egg, grain, oil, and soy. Products are positioned as a low-calorie (90 calories per serving), low-sugar (4g per cookie) indulgence targeted at health-conscious consumers and vegans, with a cashew base replacing dairy and eggs. Ingredients are transparently sourced from regenerative farmers across Mozambique, Vermont, Ecuador, Madagascar, Virginia, the Pacific Northwest, and Indonesia, and the company has donated a week's worth of groceries to 7,500 families through its partnership with GO Campaign.
The business operates on a Shopify-hosted DTC storefront at eatdoughy.com, shipping exclusively within the United States via Priority Mail with free shipping on orders above $99. Revenue is generated through a hybrid model combining one-time product purchases and a no-commitment subscription offering 15% recurring savings billed monthly. The assortment is expanded by a Bundle Builder tool, a Variety Box (minimum 6 units), and branded merchandise including hoodies, crewnecks, cropped sweatshirts, and tote bags. A "Find Us" page suggests some physical retail placement in addition to the DTC channel.
Customer acquisition relies primarily on organic social (Instagram, Facebook, TikTok), email newsletters, and substantial earned media coverage in Bon Appétit, Today Show, NBC News, Yahoo, TheKitchn, Ingredients Add, and CBS News. The company is organized as Doughy, LLC (Delaware), employs 1–10 people, and is founder-led with Kelly as the sole disclosed member of the management team.
Doughy firmographics
Firmographics- Name
- Doughy
- Legal name
- Doughy, LLC
- Website
- https://eatdoughy.com
- Company type
- Private
- Founded year
- 2022
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Doughy is a Los Angeles-based DTC food brand founded in 2022 that sells premium vegan cookie dough in four 6oz flavors (seven ingredients or less each) directly to U.S. consumers via Shopify, offering subscriptions, bundles, and a charitable meal-donation partnership with GO Campaign.
- Ownership category
- akta.pro rank
Doughy industry classification
Industry- Product category
- Vegan Cookie Dough
- NAICS
- Cookie and Cracker Manufacturing (311821), Baked Goods Retailers (445291)
- SIC
- Bakery Products (2050), Cookies & Crackers (2052)
- akta.pro primary industry
- Refrigerated Dough & Batters (Biscuits, Cookie Dough, Pie Crust) (CRADACAI)
- akta.pro secondary industries
- Refrigerated & Frozen Doughs and Batters Manufacturing (AFAKACAM), Specialty Bakery Manufacturing (Gluten-Free, Artisan, Health-Focused) (AFAKAAAG)
Keywords
Where Doughy is headquartered
LocationHeadquarters
- HQ city
- Los Angeles
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Doughy business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D
Revenue model
- Direct Product Sales: Direct-to-consumer sales of vegan cookie dough products (6oz containers) and merchandise. One-time purchase option available. Subscription model offering 15% savings with no commitment.
- One-Time Product Purchases: Single-pint purchases of cookie dough flavors and merchandise items including apparel (crewnecks, hoodies, cropped sweatshirts) and accessories (tote bags).
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Subscribe & Save option with 15% discount |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels5 records
Doughy product offering
Product offeringCore offering
Doughy manufactures and sells vegan cookie dough in 6oz containers across four flavors (Chocolate Chip, Brownie Batter, Peanut Butter, and S'mores), each made with 7 or fewer simple plant-based ingredients (cashew base, maple syrup, vanilla, etc.) and free from dairy, gluten, egg, grain, oil, and soy. Products are sold direct-to-consumer through the company's Shopify-powered website with both one-time purchase and subscription (15% off, no commitment) options, shipped across the United States via Priority Mail, and can be consumed raw or baked. The brand also offers a variety pack, bundle builder tool, and branded apparel/accessories merchandise.
Product overview
Doughy is a direct-to-consumer food brand offering premium vegan cookie dough products. The core product line consists of four cookie dough flavors (Chocolate Chip, Brownie Batter, Peanut Butter, and S'mores) in 6oz containers, all made with 7 ingredients or less and free from dairy, gluten, egg, grain, oil, and soy. Products are designed to be consumed raw directly from the pint or baked into cookies. The company also offers a Variety Box for customers wanting to try multiple flavors, a Bundle Builder tool for custom selections, and branded merchandise including apparel (crewnecks, hoodies, cropped sweatshirts) and tote bags. All products are shipped via Priority Mail with optional subscription options offering 15% savings.
Differentiator
Problem solved
Functional benefit
Products and services
- Chocolate Chip Cookie Dough - 6oz Vegan chocolate chip cookie dough made with 6 simple ingredients (cashews, chocolate chips, maple syrup, vanilla, sea salt, baking soda). Free from dairy, gluten, egg, grain, oil, and soy. Can be eaten raw or baked. Sold in 6oz containers via Doughy's DTC website.
- Brownie Batter Cookie Dough - 6oz Vegan brownie batter cookie dough made with 7 simple ingredients including cacao. Free from dairy, gluten, egg, grain, oil, and soy. Can be enjoyed raw or baked. Sold in 6oz containers via Doughy's DTC website.
- Peanut Butter Cookie Dough - 6oz Vegan peanut butter cookie dough made with organic peanut butter as a key ingredient. Free from dairy, gluten, egg, grain, oil, and soy. Can be enjoyed raw or baked. Sold in 6oz containers via Doughy's DTC website.
- S'mores Cookie Dough - 6oz Vegan s'mores cookie dough made with 7 simple ingredients including marshmallow fluff (dates, dried egg whites, vanilla, potato starch). Features 4g of sugar per cookie. Free from dairy, gluten, egg, grain, oil, and soy. Sold in 6oz containers via Doughy's DTC website.
- Memories You Can Taste Variety Box A variety pack featuring multiple cookie dough flavors for customers wanting to try multiple flavors in one purchase. Minimum of 6 cookie doughs required per order.
- Crewneck Sweatshirt Unisex premium crewneck sweatshirt merchandise item sold through Doughy's DTC e-commerce store.
- Pint Unisex Hoodie Pint unisex hoodie merchandise item sold through Doughy's DTC e-commerce store.
- Cropped Sweatshirt Cropped sweatshirt merchandise item sold through Doughy's DTC e-commerce store.
- Tote Bag All-over print tote bag merchandise item sold through Doughy's DTC e-commerce store (reported as sold out at time of source).
Quantifiable outcome
- 90 calories per serving
- +3 more outcomes
Companies that use Doughy
Customer profileSegments2 records
Ideal customer profiles1 record
Doughy technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
Feature1 record
Doughy partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core.
- GO CampaigncoreGO Campaign is Doughy's charitable partner for their social impact initiative. For every product sold, Doughy provides meals to those in need through this organization. GO Campaign identifies and strengthens high-impact, grassroots projects aimed at changing lives and transforming communities. Doughy has donated a week's worth of groceries to 7,500 families since launch.
- Shopify Inc.coreShopify provides the e-commerce platform powering Doughy's online store, enabling product sales, payment processing, and order fulfillment.
Scale indicators2 records
Recent moves6 records
Expansion highlights5 records
Doughy competitors and assessment
Company assessmentDirect peers
- Sweet Loren's: Sweet Loren's makes plant-based, allergen-friendly cookie dough sold DTC and through natural-grocery retail. Closest comparable to Doughy on clean-label positioning, vegan/allergen-free formulation, and DTC-plus-retail GTM.
- Doughp: Doughp is an edible cookie dough brand sold online and in retail, focused on indulgent spoonable flavors. Directly comparable on edible-cookie-dough format, DTC gifting positioning, and competition for the same indulgence occasion.
- Edoughble: Edoughble produces raw, ready-to-eat cookie dough in pints, including gluten-free and vegan options. Closely overlaps with Doughy's edible, scoopable, allergen-friendly positioning and DTC distribution model.
- Cinnaholic: Cinnaholic is a vegan cinnamon roll bakery franchise with a fully plant-based dessert menu. Comparable to Doughy on 100% vegan positioning, dietary-restriction-friendly menu, and premium indulgent-treat identity.
Broad incumbents
- Van Leeuwen Ice Cream: Van Leeuwen is a premium DTC-and-retail ice cream brand with vegan flavors and minimalist ingredient decks. Comparable to Doughy on premium pricing, clean-label cues, and DTC-plus-retail omnichannel GTM in the better-for-you dessert category.
- Ben & Jerry's: Ben & Jerry's flagship Cookie Dough ice cream essentially defined the edible-cookie-dough occasion. Relevant as the category-defining incumbent whose brand awareness and retail ubiquity set the competitive floor Doughy must clear.
- Pillsbury: Pillsbury operates an edible refrigerated cookie dough line that competes directly on the eat-it-raw occasion. Comparable as a mass-market incumbent in the edible-dough segment that anchors category pricing and shelf presence.
- Halo Top: Halo Top pioneered the low-calorie, high-protein pint dessert format and is now sold nationally in grocery. Comparable to Doughy on the low-calorie-per-serving (90 cal) positioning and DTC-plus-retail distribution model.
- Magnolia Bakery: Magnolia Bakery is a premium baked-goods and dessert brand with DTC shipping, retail bakeries, and a strong media profile. Comparable to Doughy on premium dessert positioning, earned-media halo, and DTC shipping for indulgent treats.
Emerging players
- Brave Robot: Brave Robot makes animal-free dairy ice cream and desserts marketed on clean, plant-based ingredients. Comparable to Doughy on a vegan-ingredient-led narrative targeting health- and sustainability-conscious dessert buyers.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks7 records
Key highlights7 records
Customer concentration
Doughy social profiles
Digital presenceDoughy financial estimates
Financial estimateRevenue estimate
Valuation estimate
Doughy leadership team
Management profileNumber of profiles
Profiles1 record
Doughy funding detail
Funding detailFunding overview
Funding rounds1 record
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Doughy M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Doughy
What does Doughy do?
Doughy manufactures and sells vegan cookie dough in 6oz containers across four flavors (Chocolate Chip, Brownie Batter, Peanut Butter, and S'mores), each made with 7 or fewer simple plant-based ingredients (cashew base, maple syrup, vanilla, etc.) and free from dairy, gluten, egg, grain, oil, and soy. Products are sold direct-to-consumer through the company's Shopify-powered website with both one-time purchase and subscription (15% off, no commitment) options, shipped across the United States via Priority Mail, and can be consumed raw or baked. The brand also offers a variety pack, bundle builder tool, and branded apparel/accessories merchandise.
Is Doughy a public or private company?
Doughy is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Doughy founded?
Doughy was founded in 2022. It employs 1 to 10 people.
Where is Doughy based?
Doughy is headquartered in Los Angeles, United States, in the North America region.
How does Doughy make money?
Two revenue lines are on record. Direct Product Sales are the primary driver. The others are one-Time Product Purchases.
Who are Doughy's main competitors?
Direct peers on record are Sweet Loren's, Doughp, Edoughble and Cinnaholic. Broad incumbents are Van Leeuwen Ice Cream, Ben & Jerry's, Pillsbury, Halo Top and Magnolia Bakery. Brave Robot is listed as an emerging player.
Does Doughy have an API?
No public API is recorded for Doughy.
What industry is Doughy in?
Doughy's product category is Vegan Cookie Dough. Its primary akta.pro industry code is CRADACAI, Refrigerated Dough & Batters (Biscuits, Cookie Dough, Pie Crust), with a secondary code of AFAKACAM, Refrigerated & Frozen Doughs and Batters Manufacturing. Its NAICS code is 311821 and its SIC code is 2050.