What Doughp does

Doughp is a Las Vegas-based, privately held consumer food company (legal entity Doughp Inc., founded 2017 by Kelsey Moreira) that produces edible and bakeable cookie dough formulated without raw eggs via a proprietary combination of heat-treated flour and a flaxseed egg substitute. The dough is marketed as safe to eat raw while still functioning as a conventional baking dough, addressing a primary consumer risk (Salmonella, E. coli from raw ingredients) in the raw cookie dough category. The product line includes 8oz cups at $10, bite-sized drops from $6, bestseller packs at $50-$60, party boxes at $299 for ~18lb, and apparel/merchandise. The company launched a baked protein cookie variant in 2025 (10g protein per cookie, available in 6/12/24 packs).

Doughp operates a multi-channel go-to-market: direct-to-consumer e-commerce through a Shopify storefront with nationwide shipping, local on-demand delivery via Uber Eats and Postmates across at least 13 US metros, 2,000+ grocery retail doors, and a corporate gifting program serving enterprise clients with custom flavors and branded lids. Recurring revenue comes from two subscription products — Secret Dough Club ($15/month for two rotating 8oz cups with exclusive flavors and surprise gifts) and Build Your Own Subscription ($30/month for four self-selected cups) — plus multi-month prepaid gift subscriptions (3, 6, 12 month terms) and gift cards. Pricing for individual purchases ranges from $6 (drops) to $350 (2000lb pallet). The business model is primarily transaction-plus-subscription CPG with a small but distinct B2B gifting layer.

The company's go-to-market is anchored by a mission-led positioning around mental health and addiction recovery (#Doughp4Hope), donating 1% of sales to the SHE RECOVERS Foundation. Brand awareness has been amplified by two Shark Tank appearances (2019 and 2022), founder recognition on the Forbes 30 Under 30 list, WBENC women-owned certification, Recovery Friendly Workplace designation, and the founder's Soberpreneur Podcast. Operations sit with 1-10 employees and the founder has publicly announced the company is seeking a strategic partner to carry the brand forward, framed as a transition ("The Last Batch") rather than a shutdown, with daily operations continuing.

Name

Doughp

Legal name

Doughp Inc.

Website

https://doughp.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

1–10 employees

Short description

Doughp is a Las Vegas-based DTC and retail consumer food brand selling safe-to-eat raw and bakeable cookie dough made with heat-treated flour and a flax egg substitute, serving individual consumers, gifters, and corporate clients across 2,000+ U.S. retail stores with a mission tied to addiction recovery.

Ownership category

akta.pro rank

Product category

Edible Cookie Dough

NAICS

Bread and Bakery Product Manufacturing (31181), Dry Pasta, Dough, and Flour Mixes Manufacturing from Purchased Flour (311824), Cookie and Cracker Manufacturing (311821)

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), Frozen Bakery Products Manufacturing (AFAKAAAF), Baking Ingredients & Desserts (Flour, Mixes, Frosting, Gelatin) (CRADAAAD)

Keywords

• Edible cookie dough
• Baked protein cookies
• Cookie subscriptions
• Corporate gifting
• Heat-treated flour

Headquarters

HQ city

Las Vegas

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Direct Cookie Dough Sales: One-time purchases of cookie dough cups and pints in various flavors, sold directly to consumers via e-commerce and retail stores.
2. Secret Dough Club Subscription: Monthly subscription delivering two 8oz cups of rotating exclusive flavors, with first access to new flavors and surprise gifts.
3. Party Box Bulk Sales: Large format bulk cookie dough sales (18lb party box, 2000lb pallets) for events, foodservice, and parties.
4. Corporate Gifting: B2B corporate gifting program with customizable options including custom flavors and branded lids.
5. Merchandise: Sale of branded merchandise including apparel, kitchen tools, stickers, cookbooks, and gift cards.
6. Gift Subscriptions: Prepaid gift subscriptions for Secret Dough Club in 3, 6, or 12 month durations.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels12 records

Core offering

Doughp manufactures and sells edible cookie dough made safe to eat raw through heat-treated flour and a proprietary flaxseed egg substitute, with no raw eggs, so the dough can be consumed raw or baked into cookies. The flagship edible-dough line is sold in 8oz cups, pints, and bite-sized drops across many flavors, with sister SKUs including baked protein cookies, gift boxes, party-size bulk boxes, monthly subscriptions, and branded merchandise. All products are positioned around a mental-health/recovery mission, with 1% of sales donated to the SHE RECOVERS Foundation.

Differentiator

Problem solved

Functional benefit

Products and services

• Doughp Edible Cookie Dough (Cups, Pints, Drops) Edible cookie dough sold in 8oz cups, pints, and bite-sized Doughp Drops across multiple flavors; safe to eat raw thanks to heat-treated flour and flax egg substitute, with no raw eggs, and equally bakeable into cookies. Targeted at individual consumers seeking indulgent, safe-to-eat raw cookie dough for personal snacking or gifting.
• Chocolate Chip Protein Cookies Baked cookies made from the Doughp recipe with added whey protein concentrate delivering 10g of protein per cookie while maintaining authentic cookie taste. Sold in 6, 12, and 24-count packs with subscription savings of ~15%, for consumers who want a functional/protein-forward extension of the Doughp brand.
• Secret Dough Club Subscription Monthly recurring subscription delivering two 8oz cups of rotating, exclusive cookie dough flavors with first access to new flavors and surprise gifts, priced at $15/month. Targeted at individual consumers who want ongoing flavor discovery and an insider relationship with the brand.
• Build Your Own Subscription Box Monthly subscription allowing the customer to self-select four 8oz cups of their preferred flavors for $30/month, for consumers who want predictability and personal flavor curation versus the rotating Secret Dough Club.
• Cookie Dough Party Box (Bulk) Bulk-format edible cookie dough sold in an 18lb party box (~1,000 pieces at $299) and 2,000lb pallet ($350) for events, parties, and foodservice operators needing large quantities of safe-to-eat raw cookie dough.
• Perfect Gift Boxes (Birthday, Sober Anniversary, Just Because) Curated themed gift boxes priced at $39 (two flavors, confetti popper, stickers, note card) covering birthday, sober anniversary, and 'just because' occasions; designed for individual consumers buying gifts, as well as supporting the B2B gifting channel.
• Gift Subscription: Secret Dough Club Prepaid gift subscriptions of the Secret Dough Club, available in 3-month ($86), 6-month ($162), and 12-month ($288) tiers, designed for gifting occasions including birthdays, holidays, and sober anniversaries.
• Doughp Gift Cards Digital gift cards delivered by email in denominations of $25, $45, $50, $70, $100, $200, and $500, enabling recipients to redeem across any Doughp product on doughp.com.
• Corporate Gifting Program B2B corporate gifting offering customizable edible cookie dough gift boxes (4-cup corporate box at $54) with options for custom flavors and branded lids, multiple shipping addresses, and bespoke orders (one cited order covering 84 recipients); targeting HR, events, and client experience teams at businesses.
• Doughp Branded Merchandise (Apparel, Kitchen, Hats) Branded merchandise including 'Pretty. Damn. Legit.' hoodies ($46–$65), t-shirts ($30), hats ($32), mixing spoons ($9), enamel pins ($11), stickers ($5), and cookbooks ($9); geared toward loyal fans and as add-on gift items, with print-on-demand fulfillment via Printful.
• Doughp Drops (Bite-Sized Cookie Dough) Bite-sized edible cookie dough sold in single-flavor ($6) and variety-pack ($12) formats, designed for individual consumers who want snackable portion sizes of safe-to-eat raw cookie dough.
• Bestseller Pack (4-Cup or 4-Pint Bundle) Multi-pack bundle of Doughp's best-selling flavors, available as a 4-Cup Pack ($50, makes ~60 cookies) or 4-Pint Pack ($60, makes ~120 cookies) for value-driven personal use, sharing, or larger gifting occasions.

Quantifiable outcome

• Donates 1% of all sales to SHE RECOVERS Foundation supporting mental health and addiction recovery
• +1 more outcomes

Named customers2 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration14 records

Feature3 records

Partnerships

Three partnerships are on record, tiered core.

• SHE RECOVERS FoundationcoreStrategic or Co-development Partner1% of all Doughp sales are donated to SHE RECOVERS Foundation, a non-profit charity with a mission to connect, support and empower women in or seeking recovery from addiction and mental health challenges. This is the core mission partnership behind #Doughp4Hope initiative.
• Shopify Inc.coreTechnology or IntegrationE-commerce platform provider for store hosting, checkout, and payment routing. Processes all online transactions.
• KlaviyocoreTechnology or IntegrationEmail and SMS marketing platform for customer communications and marketing campaigns.

Scale indicators9 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Tate's Bake Shop: Premium thin-and-crispy cookie brand with strong DTC and grocery presence, now part of Mondelēz. Comparable as a premium cookie brand competing for the same gifting and indulgence occasions as Doughp, with similar subscription and gift-box motions.
• Milk Bar: Cult DTC bakery brand known for cookies, cakes, and gifting. Comparable on direct-to-consumer cookie brand-building, subscription and gift-box revenue streams, and premium urban millennial consumer base, though Milk Bar leans more into physical retail.
• Baked by Melissa: DTC bite-size cupcake and treat brand with strong gifting, corporate, and subscription business. Comparable to Doughp on small-format, giftable indulgence products, multi-pack SKUs (Doughp's Drops vs Baked by Melissa's bite-size cupcakes), and corporate-gifting channel.
• Edoughble: Edible gourmet cookie dough brand sold direct online and through retail. Identified alongside Doughp as a major player in the edible cookie dough market by industry research, with nearly identical product positioning and target consumer.
• Sweet Loren's: Direct-to-consumer edible and bakeable cookie dough brand selling gluten-free, plant-based dough in retail and online. Closely comparable to Doughp on product format, target consumer, omnichannel strategy, and DTC-plus-grocery distribution model.

Broad incumbents

• Pillsbury (General Mills): Iconic refrigerated cookie dough brand under General Mills, distributed nationally in grocery channels. Comparable as a broad incumbent in refrigerated cookie dough with vastly greater scale, retail power, and marketing budget than Doughp.
• Ben & Jerry's: Iconic mission-driven DTC frozen indulgence brand under Unilever. Comparable as a values-led, premium-priced, scoop-and-tub-format indulgence brand with grocery, DTC, and subscription distribution that Doughp's frozen/refrigerated cookie dough operation resembles operationally.
• Nestlé Toll House: Nestlé USA's flagship cookie and dough brand offering refrigerated doughs, baking chips, and ready-to-bake products. Comparable as a mass-market cookie/dough incumbent identified by industry research as a major edible cookie dough competitor.

Emerging players

• Partake Foods: Allergen-free and vegan cookie brand with strong DTC and retail presence. Comparable as a mission-driven, better-for-you cookie brand with subscription and gifting components competing for the same health-conscious gifting consumer.
• Fat Snax: Better-for-you low-carb/keto cookie brand selling direct and through retail. Comparable as a niche cookie brand pursuing the functional/better-for-you consumer segment that Doughp's new +PROTEIN baked cookie line also targets.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCCRUmzhSZcoAhb0PvyenKdA
• Facebookfacebook.com/doughp
• LinkedInlinkedin.com/in/kelseymoreira
• Instagraminstagram.com/doughp
• Pinterestpinterest.com/eatdoughp
• TikToktiktok.com/@eatdoughp
• Xx.com/eatdoughp

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Doughp