Background
Doughlicious is a fast-growing UK brand known for its indulgent, better-for-you cookie dough and frozen gelato balls. Handcrafted in London using premium, natural ingredients, Doughlicious has captured attention globally with its playful branding and unique textures. With China’s frozen dessert market now exceeding USD 3.8 billion, and growing interest in innovative, Western-style sweet treats, the brand is perfectly positioned for entry.
Opportunity
James Tyler is launching Doughlicious in Ole in mid-2025, bringing the brand’s signature range of frozen cookie dough bites and desserts to one of China’s top luxury supermarket chains. This rollout will introduce Chinese consumers to a new kind of dessert experience - indulgent, fun, and made with clean ingredients.
The strategy includes:
- Introducing Doughlicious as a modern, better-for-you dessert brand with strong UK provenance
- Maintaining premium quality through direct cold chain imports from the UK
- Securing distribution beyond Ole into major players like Costco, City Super, and BHG
- Launching into premium QSR and café chains, such as Fascino, to build trial and lifestyle relevance
- Tapping into trends around snackable desserts, clean-label indulgence, and freezer-friendly convenience
Outcome
Doughlicious is set to become one of China’s most exciting new dessert brands, with strong appeal to Gen Z and millennial consumers. With James Tyler managing logistics, sell-in, and promotional strategy, this launch marks a major step in building Doughlicious into a standout name in China’s booming frozen treat category.
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