Bakeaway
Bakeaway is a UK food manufacturer (founded 2009, Corby, 51-100 employees) that launched Doh!, a bake-at-home cookie dough brand, in April 2026 across Tesco (1,000+ stores), Asda (400 stores), Ocado, and other UK retailers, targeting consumers seeking convenient home-baked indulgence.
- Company typePrivate
- Founded2009
- HeadquartersCorby, United Kingdom
- Headcount51–100
- GTM typeB2C
- OfferingHardware or Manufacturing
What Bakeaway does
Bakeaway is a UK-based food manufacturing company founded in 2009 and headquartered in Corby. The company operates in the pastry and dough sector, with 51-100 employees according to available firmographic data. Its primary disclosed consumer offering is Doh!, a bake-at-home cookie dough range launched on 17 April 2026, featuring a fictional brand character (Don Doh) and packaging design inspired by contemporary bakeries, Willy Wonka, and Wes Anderson aesthetics. The Doh! brand was developed with independent branding agency Brandon, supported by consumer research into demand for warm, indulgent treats that avoid the stress of baking from scratch.
Bakeaway's go-to-market for Doh! is direct-to-consumer via major UK grocery retail, with listings at over 1,000 Tesco stores, 400 Asda stores, Ocado, and additional UK retailers from launch. The company generates revenue through one-time product sales of its bake-at-home cookie dough SKUs to these retail partners. Target end-consumers are UK households seeking convenient indulgence — freshly baked cookies at home without the complexity and mess of preparing dough from scratch.
There is no disclosed technology platform, proprietary digital product, or AI capability in the source data. No funding rounds, acquisitions, or ownership structure information are available. The company is privately held, with no public listing or ticker. The Doh! brand is currently held as a common-law mark rather than a registered trademark, and no certifications, regulatory actions, or leadership hires are disclosed in the available material.
Bakeaway firmographics
Firmographics- Name
- Bakeaway
- Website
- https://bakeaway.uk.com
- Company type
- Private
- Founded year
- 2009
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Bakeaway is a UK food manufacturer (founded 2009, Corby, 51-100 employees) that launched Doh!, a bake-at-home cookie dough brand, in April 2026 across Tesco (1,000+ stores), Asda (400 stores), Ocado, and other UK retailers, targeting consumers seeking convenient home-baked indulgence.
- Ownership category
- akta.pro rank
Bakeaway industry classification
Industry- Product category
- Consumer Bakery Products
- NAICS
- Bread and Bakery Product Manufacturing (31181), Bakeries and Tortilla Manufacturing (3118)
- SIC
- Bakery Products (2050), Food And Kindred Products (2000)
- akta.pro primary industry
- Refrigerated Dough & Batters (Biscuits, Cookie Dough, Pie Crust) (CRADACAI)
- akta.pro secondary industries
- Baking Mixes, Doughs & Batters Manufacturing (AFAKAAAE), Baking & Dessert Mixes (Brownie, Cookie Mixes, Frosting) (CRADABAN)
Keywords
Where Bakeaway is headquartered
LocationHeadquarters
- HQ city
- Corby
- HQ country
- United Kingdom
- HQ region
- Europe
Markets served
Bakeaway business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales
Revenue model
- Bake-at-home cookie dough products: Bakeaway generates revenue through the sale of its bake-at-home cookie dough products, sold through major UK retail chains including Tesco, Asda, and Ocado.
Go-to-market motion1 record
Distribution channels4 records
Bakeaway product offering
Product offeringCore offering
Bakeaway is a UK food manufacturer that produces and sells consumer bakery products, with its primary commercial offering being Doh! — a bake-at-home cookie dough range launched in April 2026. The product is designed to let consumers bake fresh cookies at home without preparing dough from scratch, and is sold through major UK grocery retailers including Tesco, Asda, and Ocado.
Product overview
Bakeaway is a food manufacturing company that produces consumer bakery products. The company offers a single branded product line: Doh!, a bake-at-home cookie dough range. Doh! represents Bakeaway's primary consumer-facing offering, positioned as a convenient indulgence that allows consumers to enjoy freshly baked cookies at home without the complexity of traditional from-scratch baking.
Differentiator
Problem solved
Functional benefit
Brands
- Doh!: Bake-at-home cookie dough range launched by BakeAway, featuring a fictional character Don Doh with packaging inspired by contemporary bakeries, Willy Wonka, and Wes Anderson.
Products and services
- Doh! Bake-at-home cookie dough range featuring fictional character Don Doh, designed to give consumers warm, indulgent freshly baked cookies at home without preparing dough from scratch. Sold to UK individual consumers through major grocery retailers including Tesco, Asda, and Ocado.
Companies that use Bakeaway
Customer profileNamed customers3 records
Segments1 record
Ideal customer profiles1 record
Bakeaway technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Bakeaway partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Brandon (branding agency)coreIndependent branding agency Brandon created the branding for Doh!, Bakeaway's new bake-at-home cookie dough range. The branding was informed by consumer research and resulted in a distinctive brand identity featuring fictional character Don Doh with packaging inspired by contemporary bakeries, Willy Wonka, and Wes Anderson.
Scale indicators3 records
Recent moves3 records
Expansion highlights4 records
Bakeaway competitors and assessment
Company assessmentBroad incumbents
- Premier Foods: UK-listed CPG manufacturer with branded baking and dessert-mix ranges (e.g. Mr Kipling, Cadbury cake mixes). Competes with Bakeaway for shelf space in the UK baking aisle but at much greater scale across many categories.
- Warburtons: UK's largest bakery brand, with a broad range of baked goods sold through Tesco, Asda and other major UK retailers. Overlaps with Bakeaway on UK grocery distribution and consumer base but focuses on bread rather than dough/cookie products.
- General Mills: Parent of Jus-Rol and Pillsbury, with a global refrigerated dough and baking portfolio. Operates broadly in the same space as Bakeaway but as a diversified multinational rather than a UK specialist.
- Hain Celestial (UK): UK presence of Hain Celestial, with natural and free-from bakery and sweet-baking brands. Overlaps with Bakeaway on UK grocery distribution and consumers seeking at-home baking solutions, though across a wider portfolio.
- Mondelez International: Global snacks and biscuits giant with brands like Oreo, Belvita and Cadbury baking products. Competes for UK baking/snack shelf space and consumer occasions, but operates as a broad CPG incumbent rather than a dough specialist.
- Nestlé (Toll House): Global CPG incumbent producing Toll House cookie dough and baking products. Comparable category and consumer use case to Bakeaway but operates at vastly greater scale and as part of a much broader portfolio.
Direct peers
- Pillsbury: Iconic US refrigerated dough and cookie dough brand (General Mills), with a similar bake-at-home proposition. Highly comparable product format, packaging and consumer use case to Bakeaway's Doh! range.
- Jus-Rol: UK market-leading refrigerated pastry and dough brand (owned by General Mills), sold through Tesco, Asda and Ocado. Directly comparable to Bakeaway in terms of refrigerated/bake-at-home dough category, UK grocery distribution and consumer base.
- Doughlicious: UK-based refrigerated cookie dough brand selling bake-at-home and edible raw cookie dough via UK grocery and online. Closest direct UK peer in terms of category, format and target consumer.
Emerging players
- Eat Pastry: US-based refrigerated cookie dough brand focused on natural/clean-label indulgence. Comparable product format (refrigerated bake-at-home cookie dough) and consumer positioning to Doh!, though operating in a different geography.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat2 records
Key risks6 records
Key highlights5 records
Customer concentration
Bakeaway social profiles
Digital presenceBakeaway financial estimates
Financial estimateRevenue estimate
Valuation estimate
Bakeaway leadership team
Management profileNumber of profiles
Bakeaway funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Bakeaway 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 Bakeaway
What does Bakeaway do?
Bakeaway is a UK food manufacturer that produces and sells consumer bakery products, with its primary commercial offering being Doh! — a bake-at-home cookie dough range launched in April 2026. The product is designed to let consumers bake fresh cookies at home without preparing dough from scratch, and is sold through major UK grocery retailers including Tesco, Asda, and Ocado.
Is Bakeaway a public or private company?
Bakeaway is a private company. It is classified as unknown and is currently operating.
When was Bakeaway founded?
Bakeaway was founded in 2009. It employs 51 to 100 people.
Where is Bakeaway based?
Bakeaway is headquartered in Corby, United Kingdom, in the Europe region.
How does Bakeaway make money?
One revenue line is on record: bake-at-home cookie dough products.
Who are Bakeaway's main competitors?
Broad incumbents on record are Premier Foods, Warburtons, General Mills, Hain Celestial (UK), Mondelez International and Nestlé (Toll House). Direct peers are Pillsbury, Jus-Rol and Doughlicious. Eat Pastry is listed as an emerging player.
Does Bakeaway have an API?
No public API is recorded for Bakeaway.
What industry is Bakeaway in?
Bakeaway's product category is Consumer Bakery Products. Its primary akta.pro industry code is CRADACAI, Refrigerated Dough & Batters (Biscuits, Cookie Dough, Pie Crust), with a secondary code of AFAKAAAE, Baking Mixes, Doughs & Batters Manufacturing. Its NAICS code is 31181 and its SIC code is 2050.