Doughy Unveils New Brand Identity and Flat-Pack Format Ahead of November 1 Target Debut

Doughy, Erewhon's top-selling cookie dough brand, unveiled a new brand identity and a flat-pack format ahead of its November 1 launch in the refrigerated dough aisle at select Target stores, PR Newswire reported. The Santa Monica, California-based company was founded by Kelly Ramey and is backed by Oversubscribed Ventures, Corazon Capital, Amok Consumer Growth Fund, Quorum Capital Partners, Bluestein Ventures and Simple Food Ventures.

Doughy's Target Debut and Holiday Flavors

Doughy's new look and flat-pack format will appear at select Target stores nationwide starting November 1, alongside limited-edition holiday flavors Gingerbread, Sugar Cookie and Peppermint Bark, plus the classic Chocolate Chip. The brand's signature Chocolate Chip dough is made with six ingredients: cashews, maple syrup, chocolate chips, vanilla extract, sea salt and baking soda. Doughy says each cookie has 4 grams of sugar and 65 calories.

"When we started Doughy, we didn't want to make another version of cookie dough. We wanted to rethink what cookie dough could be," said Kelly Ramey, Founder and CEO of Doughy. "By starting with cashews and maple syrup instead of traditional flour, butter, and sugar, we created something entirely different, without sacrificing the incredible taste and nostalgia that make cookie dough so special."

John Lowe, Managing Director of Amok Consumer Growth Fund and former CEO of Jeni's Splendid Ice Creams, said Doughy is Amok's first CPG investment. "What made Jeni's special in its early days was the ability to take something familiar and completely reinvent it," Lowe said. "Kelly has done the same with cookie dough, building an entirely new recipe around cashews."

Doughy's Funding and Retail Footprint

Doughy closed a $6.1 million funding round on September 3, 2025, with investors and lead undisclosed, according to akta.pro company records. The same records list total funding of $6.1 million and a headcount range of 1-10. Doughy's products are also sold at Whole Foods Market, Fresh Thyme Market and Wegmans, and online at eatdoughy.com.

How Doughy's Launch Compares With Sector Peers

The Matzo Project launched in about 200 Target stores in late September and will expand to over 600 stores by December 15, Prweb reported. Sister Schubert's brought back its sausage rolls, discontinued in 2021, now sold at Publix, Walmart and Kroger, AL.com reported. Oreo released limited-edition Espresso Creme Oreo Thins, with only 1,000 packs available via a website sign-up from October 20 to November 3, Yahoo reported.