ABC's of a Startup Brand Launch with Doughlicious founder Kathryn Bricken

Apr 3, 2025

Kathryn Bricken, the founder and CEO of Doughlicious, a London-based healthy cookie brand, shares her incredible journey from home baker to industry leader. She discusses overcoming startup challenges, including competing against established brands and the importance of innovative marketing strategies. Kathryn also emphasizes her commitment to sustainability and premium ingredients, as well as the significance of mentorship for women in entrepreneurship. With a bright future ahead, she reveals what's next for Doughlicious and her dream collaborations.

Ask episode

AI Snips

Chapters

Transcript

Episode notes

ANECDOTE

Origin of Doughlicious Cookie Dough

Kathryn started making an indulgent yet healthy chocolate chip cookie dough in London using oat flour and natural sweeteners.
She initially sold just dough for people to bake at home, minimizing food waste and adding freshness.

ANECDOTE

Scaling Doughlicious Globally

Doughlicious grew from UK into Europe and Australia before Whole Foods invited them to enter the US market.
Starting October 2023, product launched regionally in Whole Foods and went nationwide by April 2024, then expanded to Target and other retailers.

INSIGHT

Unique Quality & Sustainability Focus

Distinctive taste and ingredient precision set Doughlicious apart in cookie dough and gelato bites.
Factory uses 100% renewable wind electricity and offers allergen-free, vegetarian options, broadening appeal.

Get the Snipd Podcast app to discover more snips from this episode

Get the app

Send us a text

The CPG Guys are joined in this episode by the founder of Doughlicious - the London dough company. Indulgent, yet healthy cookies - yes, that's whipping up treats in her kitchen to becoming London’s cookie queen, Kathryn Bricken turned her American baking magic into a sweet success story. Her legendary homemade cookies, crafted with clean, premium ingredients and free from artificial nasties, sparked such a frenzy among friends—who begged for her secret dough to bake at home—that she knew she had to share her creation with the world.

Apply to join the Cornell retail media program https://ecornell.cornell.edu/certificates/marketing/retail-media-strategy/

Find Kathryn Bricken on Linkedin at: https://www.linkedin.com/in/kathryn-bricken-78620625/

Find Doughlicious on Linkedin at: https://www.linkedin.com/company/doughlicious-dough/

Find Doughlicious online at: https://doughlicious.co.uk/

Here's what we asked her :

Tell us about you the person? How did the idea for doughalicious come by? How did you convert the idea to a product?
How is doughalicious scaling? Why is it better than other brands? Where can it be found
Take us through the portfolio of doughalicious. What’s next?
In categories where there are brands with deep marketing pockets and distribution how do you captivate the consumer
Tell us about your team and how you motivate them everyday? What is your approach to people leadership?
Who has been your mentor and advisor and what is the importance of this? What advise would you give other startups in this place?
Challenges as a startup
What trends are you following these days? AI, tech, other or food trends? Why are these important?

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
CPG Scoop Website: http://CPGscoop.com
Rhea Raj’s Website: http://rhearaj.com
Lara Raj in Katseye: https://www.katseye.world/

DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent.

CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual’s use of, reference to, or inability to use this podcast or the information we presented in this podcast.