Londoners invited to ‘dough as they please’ at ‘naturally naughty’ pop-up

By Gill Hyslop

- Last updated on GMT

Doughlicious is fast gaining a cult following. Pic: Doughlicious
Doughlicious is fast gaining a cult following. Pic: Doughlicious

Related tags Doughlicious London pop up Whole foods

The female-founded London food brand Doughlicious has partnered with Whole Foods for a tastebud takeover this spring.

Setting up shop on the second floor of Whole Foods Piccadilly from 13 April, the brand’s first-ever pop-up will serve its ‘naturally naughty’ sweet treats, including the debut of Super Stuffed cookies (served warm) and its best-selling Dough•Chi frozen desserts.

The American-style cookies have a crispy exterior and gooey middle and come in four exotic flavours: O.G Salted Chocolate Chip, Jaffa Wannabe, YO-Berry and Inside Out Churro.

Doughlicious (2)

Its ice cream bites are fast gaining a cult following, wrapped in melt-in-the-mouth cookie dough and coated in a soft, cookie crumb. These are available in a raft of flavours, including Chocolate Truffle, Blueberry Cheesecake (with a frozen yoghurt centre), Dulce de Leche and Strawberry Eaton Mess, among others.

Step into the Doughlicious world

Doughlicious Whole Foods

“For the first time ever, Whole Food customers will be able to step into a Doughlicious world,”​ said Kathryn Bricken, founder of Doughlicious.

“We are beyond excited to connect with shoppers face-to-face and introduce them to the Doughlicious possibilities of our award-winning cookie dough.”

Shoppers will be able to devour the treats instore or as a takeaway gift box. The ready-to-bake frozen cookies and savoury biscuits are sold in packages of 6 x 34g cookies.

The Doughlicious pop-up at Whole Foods is running until 4 May, however, there are whispers of extending it into the summer.

The brand’s full product line is also available across all Whole Foods in the UK, as well as Tesco, Waitrose and Ocado in the freezer aisles.

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