BakeAway’s Fast-Growing Ready-To-Bake Brand Brings a Seasonal Limited Edition to the Chilled Aisle, Giving Retailers a New Festive Reason to Trade Up
Doh!, the ready-to-bake cookie dough brand from BakeAway, is launching its first festive limited edition. White Chocolate & Ginger Cookie Dough lands in Tesco from 9th November with an RSP of £3, available for the Christmas season only.
The new flavour pairs a creamy, sweet white chocolate dough with a warm ginger kick, studded with chunks of white chocolate. It’s built for the moments that fill the weeks before Christmas: friends dropping round, a film night with the kids, something warm after a cold walk home.
Like the core range, it gives shoppers a choice of finish. The on-pack guide sets out 8 minutes for “Gooey Heaven”, 10 minutes for a “Soft Centre” and 13 minutes for “Golden Crunch”, so each household bakes the cookie it likes best. The limited edition arrives in dedicated Christmas packaging with a festive on-pack illustration, giving it clear standout on shelf.
Seasonal Innovation for a Growing Category
Limited editions are a well-worn Christmas tool in biscuits and confectionery. Doh! is bringing that playbook into chilled ready-to-bake dough, a category where the newcomer has already performed well since launch.
Since hitting shelves in April 2026, Doh! has been a standout success for the sweet dough category. In its first 12 weeks, it delivered almost 300% of the category’s net value growth, more than offsetting declines across the rest of the category*. Momentum continued following wider distribution, with Doh! reaching 21% of category value and 18.5% of category units and delivering 112% of category value growth over four weeks*. More recently, it has kept driving incremental growth for the whole category. With Doh!, sweet dough is up 33% in value and 25% in units year on year, and the brand accounts for 81% of category unit growth in the latest 20 weeks**.
Doh!’s own research, commissioned earlier this year with 2,000 UK consumers, found that 79% agree life is too short not to enjoy the occasional sweet treat. Yet more than half (52%) have talked themselves out of one. Christmas is the time of year when that guilt eases, and shoppers spend accordingly. Take-home grocery sales hit a record £13.8 billion in the four weeks to 28 December 2025, up 3.8% year on year***.
A treat that bakes fresh at home in eight minutes fits that festive mood well. For retailers, a time-limited flavour at £3 adds incremental seasonal spend and gives shoppers a reason to buy now rather than later.
Denise Henson, Senior Brand Manager at Doh!, comments:
“Christmas is when people stop asking whether they’ve earned a treat and just enjoy one, so it felt like the right moment for our first limited edition. It’s a new reason for Tesco shoppers to head to the chilled aisle at the busiest time of the year, and because it’s only here for Christmas, there’s a real reason to pick it up now.”
Doh! is backed by BakeAway’s largest ever marketing investment in a new brand, with £500,000 committed to supporting the UK launch.
*Data supplied by Nielsen.
**Data source: Nielsen RMS 20WE to 5th September 2026
***Data taken from Kantar, four weeks to 28 December 2025
Consumer research was commissioned by Doh! among 2,000 UK adults to explore attitudes towards everyday indulgence in July 2026.
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