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Doughlicious: What inspires a rebrand in food and drink manufacturing?

By William Dodds

- Last updated on GMT

Doughlicious unveiled its rebrand on 12 March 2024. Credit: Doughlicious – The London Dough Company
Doughlicious unveiled its rebrand on 12 March 2024. Credit: Doughlicious – The London Dough Company

Related tags Innovation

Kathryn Bricken tells Food Manufacture about the decision to undergo a rebrand at Doughlicious – The London Dough Company, the snacking brand she founded back in 2014.

UK-based manufacturer Doughlicious unveiled a comprehensive brand refresh last month (March 2024), part of a wider ambitious growth strategy that the firm is currently carrying out.

Since its foundation, Doughlicious has developed into a global snack brand that produces ‘Cookie Dough & Gelato Bites’, as well as bake-at-home and ready-to-eat cookies.

Doughlicious products are now stocked by UK retailers including Tesco, Waitrose, Planet Organic, Whole Foods Market, Costco and Morrisons, while it also exports to the US, Australia, selected EU countries and the Middle East.

Employing 80 people at a manufacturing site in London, sales of its gelato bites increased by 200% year-on-year during 2023, while Circana data shows that it is the fastest growing brand in the frozen snacking category.

The rebrand was designed to harmonising all its products under the Doughlicious brand name and provide consumers with the confidence that they can find its snacks across the ambient, refrigerated and frozen aisle.

The packaging also highlights the manufacturer’s commitment to better-for-you ingredients and the work is undertakes to create products that are free of gluten, GMOs, artificial additives or preservatives and refined sugar.

'We want Doughlicious to be seen as a snack brand'

Bricken, who is originally from Miami, told Food Manufacture that Doughlicious is an “innovative brand”​ that has sought to take something that has been around for a long time in cookie dough and “make it better”.

“With the attention that our gelato bites have earned from retailers and consumers around the world, I felt it was time to upgrade our look,” ​she explained

“After getting a trademark in the US and launching in Australia, we had the time and financial resources to deliver this exciting brand refresh. Thankfully, it has received a lot of great attention and helped spread the word.”

Bricken hopes that the rebrand will help evolve how Doughlicious and its products are viewed by consumers.

“The main purpose was to make people see us a snack brand rather than a dessert brand,” ​she said.

“Doughlicious products are accessible and bite-sized, and not just something you should eat after a meal. In the modern world we are all moving so fast and our snacks allow you to enjoy something that is better-for-you but also indulgent and satisfying anytime of day. So getting that message across with the new packaging and design was our goal.

“We want to reach the masses and show off our snackability and taste.”

The new packaging on the gelato bites includes a sign that reads ‘100 calories per piece’, reflecting Bricken’s belief that a healthier snack can still taste great.

“People don’t want to eat something for the sake of it,”​ she said.

“The number one priority is taste and then they look at the ingredients and whether the products are clean-label or not.”

Doughlicious’ full range of products is currently on sale in the UK, but the firm has primarily focused on the gelato bites in the US and Australia. However, Bricken hopes that once it has built enough brand awareness in these countries, it can begin to promote its bake-at-home and ready-to-eat cookies too.

“Our ready-to-eat cookies were initially sold on LNER trains in the UK and we got emails from people all over the world that had tried them asking when they would be available more widely,”​ she added.

“So we have decided to expand on this and think it has a lot of potential.”

In other news, food manufacturing firm Baker & Baker Products UK has been fined £400k after an employee had to have her leg amputated.

Related topics Confectionery Frozen

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