Naked Dough. They Sell Nak-Ed Sheeran and Unicorn Food!
At Growth Rocket we love food and bright colours. Imagine a flock of greedy magpies and you won't go far wrong. These traits are what drew our attention to Naked Dough, an edible cookie dough business based in Camden. We were immediately lured in by pictures of beautifully branded pots loaded with sugary dough and chocolate. Following some further "research" (and lots of drooling) on their website, we discovered that the Naked Dough kiosk in Camden Lock Market is just part of their growing empire. Naked Dough also has an e-commerce store delivering their cookie dough treats and DIY cookie dough mixes directly to the doors of their loyal fanbase. They also cater for events with cookie dough "shots" and have arranged pop-up stores all over London. Naked Dough even sells a range of branded merchandise.
We particularly enjoyed reading their menu. With names like Emoji Poos and Nak-Ed Sheeran, it's impossible not to feel childishly excited about the brand.
We were fortunate enough to have a quick chat with Co-founder Hannah, about the challenges they've overcome and what the future holds for the ever colourful Naked Dough.
Can you describe Naked Dough in a single sentence?
Naked Dough make the delicious (safe) edible cookie dough of your childhood, bowl-licking dreams.
How did you come up with idea for Naked Dough?
Jen's friend sent us a link to the cookie dough store in New York - Do. It had three hour queues and people were going absolutely barmy for it. We realised that there was a gap in the market, here in the UK.
How has Naked Dough grown since you launched?
Since Mid-2017, we have sold nearly a quarter of a million products. We have worked with some incredible brands such as Topshop, Warner Brothers, Amazon, Facebook, MTV and Baileys. Our next chapter is getting into retail so watch this space!
Naked Dough has grown a lot, you sell online, attend outside events and even sell your own merch. Why do you think you've been so successful at growing Naked Dough?
We've been lucky enough to build a really loyal following. The cookie dough market is still relatively small and our USP is that our cookie dough tastes traditional, like it should when making cookies as a kid. It brings back nostalgic feelings and that's what we've successfully tapped in to.
What are some of the biggest challenges you've encountered since Launching Naked Dough?
We have had so many challenges - from bad batches of dough (chucking hundreds of pounds worth of dough away) to having to make staff members redundant. It's been full of ups and downs.
If you could go back to the beginning of Naked Dough and give yourself one piece of advice, what would it be?
Don't go into locations which have poor footfall. We didn't have much strategy when it came to opening new stores and we rushed into it too quickly. But we're still going and have become stronger because of it.
Where would you like to see Naked Dough in 5 years time?
In supermarkets across the UK and exporting abroad into different countries. More people need to try our dough!
What's the best thing that's happened since you launched Naked Dough?
Meeting so many amazing inspiring people. I'm very lucky to surround myself with people who are passionate and supportive of Naked Dough. We wouldn't be here today if it wasn't for them.
Is there another entrepreneur who you find particularly inspiring?
Too many to count! I think Pippa Murray from Pip and Nut is very inspiring. The brand and subsequently the tribe of peanut butter lovers that she's created is incredible.
If you could sell Naked Dough to absolutely anyone, who would it be?
Asher Budwig who bought Lola's cupcakes. We think they'd be a great fit and he seems genuinely passionate about sweet treats.
Finally, can you give us a rundown of a typical day at Naked Dough HQ?
Depending on the day of the week, we might be fulfilling online orders, delivering stock to our store in Camden Market or potentially doing a photoshoot for a new product. Our lunch break always includes walking Jura, the office cockapoo!