Heavenly Hunks Enters Donut Category with Dupe Loops at Target
The free-from cookie brand is taking a food-truck-born mini donut concept to 212 Target stores across 16 states, its first category move beyond its flagship cookie format.
- Target rollout
- 212 stores across 16 states, per the company
- Existing distribution
- 16,000+ retail stores, per the company
- Product varieties
- 3 shelf-stable mini donut varieties
- Dupe Loops origin
- Started as a gluten-free food truck by Jordan and Jillian Darling
- Free-from profile
- Formulated without gluten, dairy, nuts or soy, reported
Heavenly Hunks, the free-from cookie brand carried in more than 16,000 retail locations, is stepping outside its core cookie format for the first time with Dupe Loops, a line of shelf-stable mini donuts now entering Target stores.
The rollout places Dupe Loops in 212 Target locations across 16 states at launch. The line comes in three varieties and carries a free-from profile, formulated without gluten, dairy, nuts or soy, consistent with the positioning of the parent brand's existing lineup. Heavenly Hunks built its retail presence around its signature square, soft-baked cookies, sold through mass and club retailers including Costco, and the Target placement for Dupe Loops adds a prominent specialty food channel to a distribution network that already spans both formats.
Dupe Loops arrives with its own origin story. Jordan and Jillian Darling originally developed the concept as a gluten-free food truck before partnering with Heavenly Hunks to bring it to retail scale. That partnership gives Heavenly Hunks a fully developed product with an established brand identity and consumer proof of concept already in place, rather than a format built internally from scratch.
Why it matters
The shelf-stable donut segment has remained largely underdeveloped by free-from brands at meaningful retail scale, and Heavenly Hunks is positioned to test whether its existing store relationships and operational infrastructure can accelerate a new format's growth. Category extensions of this kind, where an established CPG brand absorbs a founder-led concept rather than developing a new SKU internally, are becoming a more common route to diversification in better-for-you snacking. For small food-truck operators, the model also offers a visible pathway to retail without the capital burden of scaling independently.
What to watch
The central question is whether the Target pilot converts into a broader rollout, both within the chain and across Heavenly Hunks' wider network of more than 16,000 stores. How the brand manages the dual identity of Heavenly Hunks and Dupe Loops at shelf, and whether Jordan and Jillian Darling remain prominent within the brand story, will signal how distinct the two lines are intended to feel to buyers and consumers over time.
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