Bakeaway

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.

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

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

• Bake-at-home cookies
• Cookie dough products
• Consumer bakery goods
• Packaged baked goods
• Convenience baking

Headquarters

HQ city

Corby

HQ country

United Kingdom

HQ region

Europe

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales

Revenue model

1. 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

Core 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.

Named customers3 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Brandon (branding agency)coreStrategic or Co-development PartnerIndependent 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

Broad 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

• LinkedInlinkedin.com/company/bakeaway-uk

Revenue estimate

Valuation estimate

Number of profiles

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 Bakeaway