DO
Dō is a New York-based specialty food brand producing ready-to-eat edible cookie dough via proprietary heat-treated flour formulation, serving individual consumers through direct-to-consumer e-commerce, a NYC flagship, 16 Handles wholesale, and corporate gifting channels.
- Company typePrivate
- Founded2014
- HeadquartersNew York, United States
- Headcount1–10
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What DO does
Dō (stylized "Cookie Do") is a New York-based specialty food company founded in 2014 by Kristen Tomlan, positioned as the world's first dedicated edible cookie dough brand. The company produces ready-to-eat cookie dough formulated for raw consumption through a proprietary heat-treated flour process and a pasteurized egg substitute. It serves individual consumers through direct-to-consumer e-commerce, a flagship retail location in New York City's Greenwich Village, wholesale distribution via 16 Handles frozen yogurt shops, and a virtual "Cookie Dough Academy" offering paid classes.
The business operates a multi-channel revenue model. DTC e-commerce ships nationwide with per-tub pricing in the $12–$16 range and gift packages reaching $99. B2B revenue is generated through catering and corporate gifting programs, with celebrity-endorser amplification from Reese Witherspoon, Kim Kardashian, Chrissy Teigen, Ryan Seacrest, and John Legend generating earned media in The New York Times, People, O Magazine, and the Today Show. The company has served over 1 million customers since founding.
In January 2023, founder Kristen Tomlan sold the business to Neil Hershman, CEO of frozen yogurt chain 16 Handles, who took over operations and integrated Dō's products into the 16 Handles retail footprint. Following the transition, Tomlan departed the business. Reported headcount is 1–10 employees, consistent with a lean post-acquisition operating structure. No external funding rounds have been disclosed.
DO firmographics
Firmographics- Name
- DO
- Legal name
- Do Cookie Dough LLC
- Website
- https://cookiedonyc.com
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Dō is a New York-based specialty food brand producing ready-to-eat edible cookie dough via proprietary heat-treated flour formulation, serving individual consumers through direct-to-consumer e-commerce, a NYC flagship, 16 Handles wholesale, and corporate gifting channels.
- Ownership category
- akta.pro rank
DO industry classification
Industry- Product category
- Edible Cookie Dough / Specialty Confectionery
- NAICS
- Cookie and Cracker Manufacturing (311821), Bakeries and Tortilla Manufacturing (3118), Baked Goods Retailers (445291)
- SIC
- Cookies & Crackers (2052), Food And Kindred Products (2000)
- akta.pro primary industry
- Cookie & Brownie Shops (THAFAGAF)
- akta.pro secondary industries
- Online Bakery & Desserts Delivery (CRAHAIAK), Cookies, Biscuits & Crackers Manufacturing (AFAKAAAC), Baking & Pastry Arts (EDAOAKAB)
Keywords
Where DO is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
DO business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
Revenue model
- Direct E-commerce Sales: Online sales through cookiedonyc.com website. Customers build custom cookie dough packs, add-ons, and merchandise. Offers nationwide shipping with free shipping threshold incentives.
- Retail Storefront: Physical retail locations including flagship Greenwich Village store. Customers purchase in-store with experiential component.
- Wholesale Distribution: Products sold through wholesale partners and retail chains. Available in 16 Handles frozen yogurt locations across the country.
- Classes and Experiences: Virtual and in-person cookie dough making classes and cookie decorating classes offered at $1,000-$1,250 per session for groups of 10.
- Corporate Gifting and Catering: B2B services for corporate events, parties, and bulk gifting orders.
- Cookbooks and Merchandise: Published cookbook 'Hello, Cookie Dough' and branded merchandise including spatulas, aprons, candles, and dish towels.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Single Cookie Dough Tub - $16.00 |
| Unit Pricing | Pay-as-you-go | Build Your Own Cookie Dough Pack - From $16.00 |
| Unit Pricing | Pay-as-you-go | Best Seller 6 Pack - $86.40 ($14.40 per tub) |
| Unit Pricing | Pay-as-you-go | Kristen's Top Picks 4 Pack - $64.00 ($16.00 per tub) |
| Unit Pricing | Pay-as-you-go | Cookie Dough Bites - From $38.00 |
| Unit Pricing | Pay-as-you-go | Cookie Cakes - From $60.00 |
| Unit Pricing | Pay-as-you-go | Baking Mixes - From $17.95 |
| Unit Pricing | Pay-as-you-go | Cookbook - $24.00 |
| Unit Pricing | Pay-as-you-go | Starter Kit - $57.95 |
| Unit Pricing | Pay-as-you-go | Cookie Dough OBSESSED Bundle - $99.95 |
| Unit Pricing | Pay-as-you-go | Edible Cookie Dough Making Classes - $1,250 |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels6 records
DO product offering
Product offeringCore offering
DŌ is a New York-based specialty food company that manufactures and sells ready-to-eat edible cookie dough in more than 20 flavors, along with baked cookies, cookie cakes, baking mixes, cookie dough bites, a cookbook, and branded merchandise. The company sells direct-to-consumer through its e-commerce site and a flagship storefront, distributes wholesale through retailers such as 16 Handles, and operates corporate gifting, catering, and virtual cookie dough classes.
Product overview
DŌ (Cookie Do) is a specialty food company and the world's first edible cookie dough confectionery, founded by Kristen Tomlan in 2014. The company operates a multi-channel business model encompassing direct-to-consumer e-commerce, experiential retail, wholesale distribution, and experiential services. The core product is their signature safe-to-eat edible cookie dough available in 20+ flavors (including gluten-free and vegan options), sold as individual portions, customizable Build Your Own Packs (starting at $16), pre-curated multi-pack bundles (6-pack at $86.40), and bite-sized tasters. Adjacent offerings include pre-baked cookies and custom cookie cakes, branded merchandise (spatulas, aprons, candles), and baking ingredients like their proprietary heat-treated flour. The company extends its brand through a published cookbook ('Hello, Cookie Dough' - 110 recipes, $24 signed), virtual baking academy with live classes ($1,000-$1,250), catering services, and corporate gifting programs. In 2023, the company was acquired by Neil Hershman (CEO of 16 Handles) and products are now distributed through 16 Handles locations nationwide alongside direct online sales.
Differentiator
Problem solved
Functional benefit
Quantifiable outcome
- Over 1 million customers served
- +1 more outcomes
Companies that use DO
Customer profileNamed customers5 records
Segments4 records
DO technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
DO partnerships and signals
Strategic signalScale indicators4 records
Recent moves10 records
Expansion highlights5 records
DO competitors and assessment
Company assessmentDirect peers
- Edoughble: Edoughble is a direct competitor in the edible cookie dough category, selling safe-to-eat-raw cookie dough online with multiple flavors — the closest head-to-head comparable to DŌ's core offering.
- Chip City Cookies: Chip City is a NYC-born cookie shop chain with both retail storefronts and DTC e-commerce for fresh-baked cookies, directly comparable to DŌ on channel mix, NYC origin, and premium gifting positioning.
- Crumbl Cookies: Crumbl is a national franchise cookie brand with rotating flavors, retail storefronts, and DTC e-commerce, competing with DŌ for cookie-occasion spending and gifting occasions across the US.
- Levain Bakery: Levain Bakery is a NYC-based premium cookie brand with national DTC shipping and retail locations, comparable to DŌ on NYC origin, premium positioning, and gifting/e-commerce channels.
- Insomnia Cookies: Insomnia Cookies is a national late-night cookie delivery and retail brand with broad distribution, directly competing with DŌ for cookie-centric gifting, cravings, and digital ordering occasions.
- Milk Bar: Milk Bar is a NYC-born dessert brand with national DTC shipping and retail storefronts, sharing DŌ's NYC origin, celebrity-driven brand identity, and premium dessert-gifting positioning.
- Magnolia Bakery: Magnolia Bakery is an iconic NYC bakery with retail storefronts and nationwide shipping of baked goods, comparable to DŌ on NYC heritage, experiential retail, and sweet-treat gifting occasions.
- Baked by Melissa: Baked by Melissa is a NYC-based bite-sized cupcake and cookie brand with national DTC shipping and retail locations, directly comparable on NYC origin, gifting SKUs, and bite-sized premium positioning.
- Tatte Bakery & Café: Tatte is a specialty bakery and café brand with retail locations and packaged goods, comparable to DŌ on premium artisanal positioning and multi-channel bakery retail.
Broad incumbents
- Nestlé Toll House: Nestlé Toll House is the mass-market packaged cookie dough category leader; while not a direct edible-raw cookie dough brand, it represents the incumbent CPG competitor that DŌ's heat-treated flour technology positions against in the broader cookie dough aisle.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks5 records
Key highlights7 records
Customer concentration
DO social profiles
Digital presenceDO financial estimates
Financial estimateRevenue estimate
Valuation estimate
DO leadership team
Management profileNumber of profiles
DO funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
DO 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 DO
What does DO do?
DŌ is a New York-based specialty food company that manufactures and sells ready-to-eat edible cookie dough in more than 20 flavors, along with baked cookies, cookie cakes, baking mixes, cookie dough bites, a cookbook, and branded merchandise. The company sells direct-to-consumer through its e-commerce site and a flagship storefront, distributes wholesale through retailers such as 16 Handles, and operates corporate gifting, catering, and virtual cookie dough classes.
Is DO a public or private company?
DO is a private company. It is currently operating.
When was DO founded?
DO was founded in 2014. It employs 1 to 10 people.
Where is DO based?
DO is headquartered in New York, United States, in the North America region.
How does DO make money?
Six revenue lines are on record. Direct E-commerce Sales are the primary driver. The others are retail Storefront, wholesale Distribution, classes and Experiences, corporate Gifting and Catering and cookbooks and Merchandise.
Who are DO's main competitors?
Direct peers on record are Edoughble, Chip City Cookies, Crumbl Cookies, Levain Bakery, Insomnia Cookies, Milk Bar, Magnolia Bakery, Baked by Melissa and Tatte Bakery & Café. Nestlé Toll House is listed as a broad incumbent.
Does DO have an API?
No public API is recorded for DO.
What industry is DO in?
DO's product category is Edible Cookie Dough / Specialty Confectionery. Its primary akta.pro industry code is THAFAGAF, Cookie & Brownie Shops, with a secondary code of CRAHAIAK, Online Bakery & Desserts Delivery. Its NAICS code is 311821 and its SIC code is 2052.