What Happened To Doughp After Shark Tank?

While some people might confuse Doughp's name with one of Snow White's dwarves, the edible cookie dough brand has a tasty business idea that others might agree is "dope." Putting the play on words aside, the millennial-focused company turned to "Shark Tank" to raise capital. Even though its idea was fully baked, this sweet treat might have needed a little more time mixing in the bowl.

Some companies are created to fill a void, others rise from a particular passion, and a few combine both into a successful endeavor. With Doughp, founder Kelsey Moreira created a company that seeks to be "an indulgent dessert platform for mental health and addiction recovery," per the company's LinkedIn profile. While some brands weave social issues into their mission statement, Doughp's inception arose from personal experience.

As seen on the company website, Moreira turned to her "happy place" (aka the kitchen) when she chose to become sober. Through trial and error, her recipe featuring an "egg-sub" brought her sweet joy, and she set off on a dessert adventure. While many people turn to an easy edible cookie dough recipe, Doughp is not afraid to speak openly and honestly about mental health. A portion of company sales is donated to the SHE RECOVERS Foundation. Even though one cookie dough scoop might not change the world, Doughp wants to spark a conversation with every bite.

If you or someone you know needs help with mental health, please contact the Crisis Text Line by texting HOME to 741741, call the National Alliance on Mental Illness helpline at 1-800-950-NAMI (6264), or visit the National Institute of Mental Health website.

Appearing on Episode 25 of the tenth season of "Shark Tank," Doughp came on with a strong presentation and offer. Founder Kelsey Moreira petitioned the sharks for $450,000 in exchange for a 10% stake. While she pitched the idea as "nostalgia in a scoop" for the "big kid in all of us," the investors were not quite as sweet on the deal as she had hoped.

For some, the best part of baking cookies is the dough. Nevertheless, Doughp has a few ingredients that might not have made the innocent nibble the best choice for the health-conscious. Even though the sharks showed enthusiasm for the flavor, product, and sales numbers, the feedback was that the food did not appeal to healthy eating. Given the episode aired in 2019, the sharks might have missed a food trend that has become all the rage.

Mark Cuban was the most vocal about investing in an "unhealthy" food company in the episode stating, "The conflict I have is the whole obesity thing and getting behind a product that's saying, 'Eat more,'" Moreira believes that Doughp appeals to that moment of giving "yourself a little sweetness."

Over the years, brands have found ways to transform raw cookie dough into a safer dessert that involve more than just removing the eggs. Flour must also be pasteurized to remove potential E. coli contamination. Since many people would rather eat than entertain a science experiment, companies like Doughp make it easy. With a click of a mouse or a purchase at the store, a pint (or two) of edible cookie dough can be in the fridge. And, you don't even have to sneak a nibble when no one is looking. Unfortunately for Doughp, while all the Sharks believed in Kelsey Moreira and her concept, no one offered her a deal.

The Sharks were not hungry for the sweet treat, but not landing a deal during Doughp's dip into the reality television pool did not prevent the company's success. With an influx of website clicks, climbing episode views, and social media impressions galore, a phenomenon known as the "Shark Tank effect" inevitably helped the start-up flourish.

Even though the Sharks did not bite on Doughp, the company has become one of the show's success stories. An investor dropped a cool $500,000 on Kelsey Moreira, allowing her family to move to Las Vegas, where she opened a shop. She even managed to get unique cookie dough vending machines installed at McCarran International Airport. During the 2020 pandemic, her start-up's online sales skyrocketed. Her company made another appearance on "Shark Tank" on May 13, 2022, sharing how it has sold "more than $10 million worth of cookie dough." From online sales to appearing on Costco's shelves, the treat has found its way to many cookie dough fans.

However, Doughp decided to pivot slightly from its original "Shark Tank" pitch. Like many companies during the pandemic, the brand closed its storefronts and moved all products to an e-commerce shop. This shift away from a brick-and-mortar model didn't spell the end for Kelsey Moreira's success by any means. Thanks to the company's consistent social media presence, clever promotions, and openness about addiction recovery and mental health, Doughp's loyal following grew to an impressive audience of over 120,000 cookie dough lovers on Instagram alone. People seem to love their branding and Moreira's backstory, which both seem to align perfectly with its products — raw with just the right amount of sweetness.

As for 2023, Doughp is thriving, frequently releasing fun new flavors and staying on top of trends. Currently, Doughp offers 21 flavors, including classic chocolate chip, s'mores, and a mystery flavor — all available in variety packs that can be purchased as bundle deals. Many flavors are listed as either sold out or offered for a limited time, which tells us this brand is in high demand and on top of its marketing. Customers also have the option to gift a cookie dough subscription box of up to a year, allowing the receiving party to enjoy two tubs per month.

In addition to Costco, the brand can be found at Walmart and other retailers. The cost of the cookie dough isn't cheap, however. For example, the Bestseller Pack, which features four flavors, retails for $50. 

Kelsey Morreira (now Kelsey Witherow) recently celebrated eight years of sobriety and is now happily married. She is motivated by her success in the business world brought on by the overwhelming support Doughp fans have shown her since her "Shark Tank" debut. Her inspiring story proves that even if a brilliant idea doesn't quite win over the Sharks in the tank, it can become a smashing success with the right blend of motivation and execution.

If you or anyone you know needs help with addiction issues, help is available. Visit the Substance Abuse and Mental Health Services Administration website or contact SAMHSA's National Helpline at 1-800-662-HELP (4357).