BRANDON AND BAKEAWAY SPARK DOH! – A NEW ERA FOR BAKE-AT-HOME COOKIE DOUGH

Independent agency Brandon has partnered with BakeAway to launch Doh!, a playful new bake-at-home cookie dough brand. Rolling out across Tesco, Asda, Ocado and other UK retailers from 17 April 2026, the brand blends indulgence with convenience, offering consumers warm, creative moments without the stress of baking from scratch.  

Independent branding agency Brandon has unveiled its latest innovation project with BakeAway, introducing Doh!, a bake-at-home cookie dough brand designed to spark indulgence and creativity in UK households. Launching on 17 April 2026, Doh! will be available in over 1,000 Tesco stores, 400 Asda outlets, Ocado, and other leading retailers, marking a significant expansion for BakeAway, the UK’s leading pastry and dough manufacturer.  

The collaboration between Brandon and BakeAway was rooted in consumer insight. Research revealed that shoppers craved warm, satisfying treats but were reluctant to face the mess and effort of baking from scratch. Brandon’s Client Partner Richard Colson explained: “Consumers wanted to feel like the creator without having to be the master baker. With our expertise in consumer goods innovation, we were perfectly placed to help BakeAway create the next big thing in treat culture.”  

From proposition to packaging, Brandon shaped the brand blueprint, defining Doh!’s purpose, personality, and playful positioning. The name itself was chosen for its brevity, memorability, and wit, with the brand idea “Spark a little doh-lightfulness” guiding the creative journey.  

Design inspiration drew from contemporary bakeries, the whimsical charm of Willy Wonka, and the quirky aesthetics of Wes Anderson. At the heart of the brand is Don Doh, a fictional baker inspired by a BakeAway employee, brought to life by illustrator Andrew Rae. Don Doh embodies the spirit of fun and creativity, encouraging consumers to enjoy the indulgence of freshly baked cookies with ease.  

Brandon’s Design Director Joe Bembridge noted: “The brand idea and name are full of warmth, joy and wit. Don Doh ensures that wherever the brand shows up, it sparks doh-lightfulness.”  

Adding further craft, lettering artist Dan Forster created the Doh! logotype, with fluid flourishes that echo the softness of dough and the indulgent centre of a perfectly baked cookie. The result is a playful yet grown-up identity that reflects both the artistry of baking and the joy of treating.  

With Doh!, Brandon and BakeAway have not only introduced a new product but also carved out a fresh category in the UK snacking landscape. Positioned to capture mass appeal, Doh! promises to transform everyday indulgence into a creative, mood-lifting experience for consumers nationwide.