Eatpastry
EatPastry is a privately held San Diego-based CPG brand founded in 2008 that makes plant-based, Non-GMO, and gluten-free certified cookie dough safe to eat raw via proprietary heat-treated flour, selling through DTC e-commerce, natural grocery chains, Target, and food service channels.
- Company typePrivate
- Founded2008
- HeadquartersSan Diego, United States
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Eatpastry does
EatPastry is a privately held, plant-based cookie dough brand founded in 2008 in San Diego, California, operating with a lean team of 1-10 employees. The company manufactures and sells vegan, Non-GMO Project Verified cookie dough formulated with a proprietary heat-treated flour process that makes the dough safe to eat raw without eggs, a technical differentiator that addresses the primary food-safety objection to raw cookie dough consumption. Gluten-free variants are certified by the Gluten Free Certification Organization (GFCO), and all products use Earth Balance (RSPO-certified sustainable palm oil) as the butter substitute.
The product portfolio spans three consumption formats targeting different use occasions: Scoop & Bake (traditional 14 oz tubs for raw or baked consumption), Place & Bake (pre-formed 12 oz sheets requiring approximately 15 minutes of bake time), and Single Serve (pre-portioned 12-cup cases for immediate snacking). The line includes core flavors (Chocolate Chip, Peanut Butter Chocolate Chip, Gluten-Free Chocolate Chip), the CORE innovation line (PB+J, Hot Cocoa, S'mores, Fudge, Salted Caramel), and seasonal limited editions (Maple Brown Sugar, Pumpkin Spice, Confetti). Pricing is structured by format and tier, ranging from $65 (Single Serve) to $80 (seasonal and CORE Place & Bake) per case.
EatPastry operates a hybrid go-to-market combining DTC e-commerce (Shopify-powered storefront at eatpastry.com with free shipping) with wholesale distribution through 13+ named natural and specialty grocery chains including Whole Foods, Natural Grocers, Target (exclusive Confetti SKU), Bristol Farms, Shop Rite, and regional operators across CA, UT, Pacific Northwest, and the Northeast. A nascent food service/wholesale channel addresses restaurants and institutional buyers. Marketing relies on organic social (Instagram, TikTok, Facebook, X), an email newsletter, and a recipe blog driving content-led brand engagement rather than paid acquisition at scale.
Eatpastry firmographics
Firmographics- Name
- Eatpastry
- Website
- https://eatpastry.com
- Company type
- Private
- Founded year
- 2008
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- EatPastry is a privately held San Diego-based CPG brand founded in 2008 that makes plant-based, Non-GMO, and gluten-free certified cookie dough safe to eat raw via proprietary heat-treated flour, selling through DTC e-commerce, natural grocery chains, Target, and food service channels.
- Ownership category
- akta.pro rank
Eatpastry industry classification
Industry- Product category
- Edible Vegan Cookie Dough
- NAICS
- Cookie and Cracker Manufacturing (311821), Bakeries and Tortilla Manufacturing (3118), Cookie, Cracker, and Pasta Manufacturing (31182)
- SIC
- Cookies & Crackers (2052), Bakery Products (2050), Miscellaneous Food Preparations & Kindred Products (2090)
- akta.pro primary industry
- Refrigerated Dough & Batters (Biscuits, Cookie Dough, Pie Crust) (CRADACAI)
- akta.pro secondary industries
- Refrigerated & Frozen Doughs and Batters Manufacturing (AFAKACAM), Grain-Based Mixes & Doughs Manufacturing (pancake/waffle mixes, baking mixes, dough bases) (AFAKABAF), Rice Cakes & Grain Snack Manufacturing (AFAKAIAK)
Keywords
Where Eatpastry is headquartered
LocationHeadquarters
- HQ city
- San Diego
- HQ country
- United States
- HQ region
- North America
Markets served
Eatpastry business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Direct Product Sales: EatPastry generates revenue through direct-to-consumer sales via its e-commerce platform and retail distribution through natural grocery stores, specialty retailers, and food service channels. Products are sold as one-time purchases across three main formats: Scoop & Bake (tub), Place & Bake (sheet), and Single Serve (cups).
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Single Serve 4-Packs (12 cups total) |
| Unit Pricing | Pay-as-you-go | Scoop & Bake Cookie Dough Tubs |
| Unit Pricing | Pay-as-you-go | Place & Bake Cookie Dough Sheets |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels6 records
Eatpastry product offering
Product offeringCore offering
EatPastry manufactures and sells plant-based, vegan, Non-GMO edible cookie dough in three consumption formats—Scoop & Bake tubs (original raw-or-baked dough), Place & Bake pre-formed sheets, and Single Serve pre-portioned cups—across classic, seasonal, and CORE bold-flavor collections. The cookie dough is formulated with heat-treated flour and an egg-free recipe so it can be safely eaten raw, and is verified Non-GMO by The Non-GMO Project with gluten-free options certified by GFCO.
Product overview
EatPastry is a vegan cookie dough company offering plant-based, Non-GMO cookie dough products in three primary consumption formats: Scoop & Bake (traditional raw-or-baked dough in tubs), Place & Bake (pre-formed cookie sheets), and Single Serve (pre-portioned cookie dough cups). The product portfolio includes core classic flavors (Chocolate Chip, Gluten-Free Chocolate Chip, Peanut Butter), seasonal limited-time flavors (Maple Brown Sugar White Chocolate, Pumpkin Spice, Confetti), and the CORE line featuring bold flavor combinations (Hot Cocoa, PB+J, S'mores, Fudge, Salted Caramel). All products are made with heat-treated flour for raw consumption safety, plant-based ingredients including Earth Balance, and are verified Non-GMO by The Non-GMO Project.
Differentiator
Problem solved
Functional benefit
Brands
- Scoop & Bake: Original cookie dough designed to eat raw or baked in any shape, size or form
- Place & Bake
- Single Serve
- CORE
Products and services
- Chocolate Chip Cookie Dough (Scoop & Bake) Original chocolate chip cookie dough tub designed to be eaten raw or baked, made with heat-treated flour and plant-based ingredients; sold in cases of six 14 oz tubs.
- Gluten-Free Chocolate Chip Cookie Dough (Scoop & Bake) Gluten-free chocolate chip cookie dough using a brown rice and garbanzo flour blend, certified Gluten Free by GFCO; sold in cases of six 14 oz tubs.
- Peanut Butter Chocolate Chip Cookie Dough (Scoop & Bake) Creamy peanut butter cookie dough with chocolate chips, made with natural peanut butter and plant-based ingredients; sold in cases of six 14 oz tubs.
- Chocolate Chip Cookie Dough (Place & Bake) Pre-formed chocolate chip cookie dough sheets ready to place and bake; sold in cases of six 12 oz sheets.
- Confetti Cookie Dough (Place & Bake) Funfetti-style cookie dough with colorful confetti pieces, exclusively sold at Target; sold in cases of six 12 oz sheets.
- Gluten Free Chocolate Chip Cookie Dough (Place & Bake) Gluten-free chocolate chip cookie dough in pre-formed sheet format, GFCO certified; sold in cases of six 12 oz sheets.
- Maple Brown Sugar White Chocolate Cookie Dough (Place & Bake) Seasonal fall cookie dough combining maple sweetness, brown sugar, and white chocolate chips; sold in cases of six 12 oz sheets.
- Pumpkin Spice White Chocolate Cookie Dough (Place & Bake) Autumn seasonal cookie dough with pumpkin spices, white chocolate, and dehydrated pumpkin; sold in cases of six 12 oz sheets.
- Cookie Dough CORE Hot Cocoa (Place & Bake) CORE line cookie dough featuring marshmallow and cocoa flavor combinations; sold in cases of six 10 oz sheets.
- Cookie Dough CORE PB + J (Place & Bake) CORE line sandwich cookie dough with peanut butter and strawberry jam flavors (contains peanuts and wheat); sold in cases of six 10 oz sheets.
- Cookie Dough CORE S'mores (Place & Bake) S'mores-inspired cookie dough with chocolate, marshmallow cream, and graham flavors; sold in cases of six 10 oz sheets.
- Chocolate Chip Cookie Dough (Single Serve) Pre-portioned individual cookie dough cups ready to eat without baking in original chocolate chip flavor; sold as three four-packs per case, 12 cups total.
- Chocolate Chip Fudge CORE (Single Serve) Chocolate chip cookie dough with a fudge core portioned in individual cups under the CORE line; sold as three four-packs per case, 12 cups total.
- Chocolate Chip Salted Caramel CORE (Single Serve) Chocolate chip cookie dough with a salty-sweet caramel core, portioned in individual cups under the CORE line; sold as three four-packs per case, 12 cups total.
Quantifiable outcome
- Products safe to eat raw since 2008
- +1 more outcomes
Companies that use Eatpastry
Customer profileNamed customers13 records
Segments3 records
Ideal customer profiles2 records
Eatpastry technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Eatpastry partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core and minor.
- TargetcoreTarget holds exclusive retail rights to sell EatPastry's Confetti Cookie Dough flavor, making it a flagship distribution partnership for this specific product line. This exclusive arrangement positions Target as a key strategic retail partner for product launches and seasonal offerings.
- Food Service OperatorsminorEatPastry offers food service sizes for restaurants, bakeries, and institutional buyers seeking plant-based cookie dough for commercial use. Contact through [email protected] for wholesale pricing and larger volume orders.
- Earth BalanceminorEarth Balance is the primary butter substitute used in all EatPastry products. Their soy-free oil blend (palm fruit, canola, and olive oils) is sourced from RSPO-certified sustainable palm oil, supporting EatPastry's commitment to ethical and environmental responsibility.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
Eatpastry competitors and assessment
Company assessmentBroad incumbents
- Pillsbury (General Mills): Iconic refrigerated cookie dough brand owned by General Mills, sold in the refrigerator section across mass grocery. Directly comparable to EatPastry in distribution channel (refrigerated set), product format (cookie dough), and retailer relationships, but Pillsbury is fundamentally a baked (not edible raw) product at massive scale.
- Halo Top: Better-for-you frozen dessert brand that leveraged a health-conscious positioning (low calorie, high protein) to disrupt the grocery freezer aisle. Comparable to EatPastry in the playbook of using a values-led (better-for-you, plant-based) angle to win premium natural channel placement and mainstream grocery expansion.
- Ben & Jerry's (Unilever): Major frozen dessert player with plant-based and novelty product lines sold through grocery and foodservice. Comparable to EatPastry via cold-chain retail distribution, vegan/non-dairy product lines, and cultural brand positioning, though Ben & Jerry's dwarfs EatPastry in scale and channel breadth.
- General Mills (Betty Crocker): Major CPG manufacturer behind refrigerated and shelf-stable cookie dough brands including Betty Crocker. Explicitly named as a competitor alongside EatPastry in the edible cookie dough market; comparable in retail relationships and product category, but vastly larger scale and broader product portfolio.
- Nestlé Toll House: Nestlé USA's flagship cookie and refrigerated cookie dough brand. Explicitly named as a competitor to EatPastry in the edible cookie dough market context; competes for the same grocery shelf space and cookie-eating occasion, though with shelf-stable and refrigerated baked goods rather than raw/eatable cookie dough.
Emerging players
- Oatly: Plant-based category leader that has grown by making plant-based credentials desirable across food and beverage categories. Relevant comparable for EatPastry's plant-based brand positioning, retail buyer acceptance, and certified-ingredient (Non-GMO, sustainably sourced) marketing approach.
Others
- Tate & Lyle: Global ingredient supplier producing food formulations and specialty ingredients (sweeteners, fibers, stabilizers) used in plant-based and better-for-you CPG products. Adjacent to EatPastry as an enabling B2B supplier in the plant-based, Non-GMO, gluten-free formulation ecosystem that supports brands like EatPastry.
Direct peers
- Edoughble: Pioneering edible raw cookie dough brand built around the same 'safe to eat raw' value proposition that EatPastry pioneered in 2008. Directly comparable in product format, target shopper (health-conscious, novelty-seeking dessert consumer), and DTC + retail GTM motion.
- The Dough Bar: Cookie dough-focused CPG brand that has expanded into baked cookie dough products and retail placements. Comparable to EatPastry in product category, single-serve / scoopable formats, and grocery retail expansion strategy.
- Doughp: Edible cookie dough brand selling scoopable, ready-to-eat cookie dough in multiple flavors via DTC and retail. Overlaps with EatPastry's Scoop & Bake format, target consumer (millennial/Gen Z dessert consumers), and brand-led social marketing playbook.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Eatpastry social profiles
Digital presenceEatpastry compliance and trust
Trust signalCompliance3 records
Eatpastry financial estimates
Financial estimateRevenue estimate
Valuation estimate
Eatpastry leadership team
Management profileNumber of profiles
Profiles1 record
Eatpastry funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Eatpastry 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 Eatpastry
What does Eatpastry do?
EatPastry manufactures and sells plant-based, vegan, Non-GMO edible cookie dough in three consumption formats—Scoop & Bake tubs (original raw-or-baked dough), Place & Bake pre-formed sheets, and Single Serve pre-portioned cups—across classic, seasonal, and CORE bold-flavor collections. The cookie dough is formulated with heat-treated flour and an egg-free recipe so it can be safely eaten raw, and is verified Non-GMO by The Non-GMO Project with gluten-free options certified by GFCO.
Is Eatpastry a public or private company?
Eatpastry is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Eatpastry founded?
Eatpastry was founded in 2008. It employs 1 to 10 people.
Where is Eatpastry based?
Eatpastry is headquartered in San Diego, United States, in the North America region.
How does Eatpastry make money?
One revenue line is on record: direct Product Sales.
Who are Eatpastry's main competitors?
Broad incumbents on record are Pillsbury (General Mills), Halo Top, Ben & Jerry's (Unilever), General Mills (Betty Crocker) and Nestlé Toll House. Oatly is listed as an emerging player. Tate & Lyle is listed as an others. Direct peers are Edoughble, The Dough Bar and Doughp.
Does Eatpastry have an API?
No public API is recorded for Eatpastry.
What industry is Eatpastry in?
Eatpastry's product category is Edible 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 2052.