Doich Foods Launches Protein Cups, Extending Its Clean-Label Line Beyond Snacking Dough

Doich Foods, the clean-label snacking dough brand founded by Brendan Conway and Anthony Scialdone, is entering a new product format with the launch of Doich Protein Cups. The dark chocolate sea salt cups represent the brand's first move beyond its core ready-to-eat and bakeable dough line, targeting consumers who want a portable, indulgent snack anchored by a functional nutritional profile.

Per the company, each cup delivers 20 grams of protein and 10 grams of fiber while maintaining the gluten-free, dairy-free, plant-based and non-GMO credentials the brand built on its original dough SKUs. The format places Doich closer to the confection end of the better-for-you snack shelf, a territory that draws shoppers who might not seek out a jar of cookie dough but will reach for a chocolate-coated cup at point of purchase.

Conway and Scialdone's founding story, detailed on the brand's own pages, traces the company to a shared conviction that clean-label snacks do not have to sacrifice taste. Conway began developing recipes following a personal health setback; Scialdone, then working in consulting and frequently traveling, became an early taster and co-founder after visiting Conway in West Hartford, Connecticut. The brand's existing lineup spans Chocolate Chip, What The Fudge and Birthday Cake dough SKUs among others, sold direct-to-consumer. The company also holds a corporate food service partnership with CATCH Hospitality Group in Los Angeles and, per the company, counts more than 5,240 customers to date.

Why it matters

The Protein Cup launch marks a meaningful format expansion for a founder-led brand that has defined itself through a single product category. Protein-forward, chocolate-enrobed snacks are among the fastest-moving sub-segments in functional food, drawing both incumbent confection brands and venture-backed startups into an increasingly crowded shelf. For Doich, moving from a jar-based dough to a sealed, single-serve cup changes the consumption occasion entirely, shifting from planned purchase and home preparation toward impulse and on-the-go use. That shift carries direct implications for packaging, shelf placement and retail channel strategy. Clean-label functional snacks in this format have found traction in natural and specialty retail, as well as in fitness-adjacent food service accounts, suggesting Doich has a plausible path to broaden its footprint well beyond its current direct-to-consumer base.

What to watch

Distribution is the central open question. The Protein Cup format is better suited to retail shelf placement than to online direct-to-consumer fulfillment, yet Doich has built its customer base primarily through its own channels and a single food service account. Whether the brand pursues natural channel grocery placement, expands food service partnerships or raises external capital to support scaling will determine whether the new SKU can reach meaningful volume beyond its existing audience.

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Sources

• Doich Foods
• Our Story - Doich Foods
• News - Doich Foods