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UK manufacturer BakeAway has launched a new ready-to-bake cookie dough brand, Doh!, aiming to bring bakery-style treats to consumers’ own kitchens.

The brand aims to ‘reinvent cookie dough for a new era of indulgence.’ The range is designed for versatility, allowing consumers to bake cookies to their taste – whether gooey, chewy or crispy.

Doh!’s versatility also expands beyond traditional cookies, with consumers able to divide, shape, twist or flatten the dough to create traybake cookie bars, mini bites, skillets, cookie cups and other trending formats.

The range launches in two flavours, Double Choc Chunk and Salted Caramel. It launched into selected retailers on 20 April with an RRP of £3.25.

Elliot Cantrell, head of new product development at BakeAway, said: “We’re pleased to launch Doh!, our new cookie dough designed to meet the growing demand for straightforward home baking”.

“While the taste speaks for itself, the strength and dynamism of the brand has also been a huge driver in retailer engagement ahead of launch…The playful packaging and easy-to-use format will ensure Doh! stands out on the shelf while giving shoppers the flexibility to create their perfect bake and enjoy a premium treat experience.”