Doughp Cookie Dough Update | Shark Tank Season 10

Kelsey Moreira had a tough time with alcohol after years of stress from her job in tech. After getting sober, she started baking at home and came up with Doughp, a cookie dough that’s safe to eat raw because it has no eggs. It gave her a clean start and lets people enjoy cookie dough straight from the tub without any worries. So, could this bold idea scoop up a deal? Time to find out in our Doughp update and pitch recap.

If you’re short on time, here’s a quick overview of what happened to Doughp after Shark Tank.

Kelsey entered Shark Tank Season 10, seeking $450,000 for 10% equity in her cookie dough business. After her pitch, she left without securing a deal as the sharks had concerns about her valuation and the health focus of the product.

In terms of a Doughp update, the company raised funding from a private investor after Shark Tank and used it to open a store in Las Vegas and install airport vending machines. Further, they later shifted fully to online sales and has grown to over $10 million in lifetime sales.

Shark	Result
Kevin O’Leary	No offer
Barbara Corcoran	No offer
Lori Greiner	No offer
Robert Herjavec	No offer
Mark Cuban	No offer

Shark Tank Doughp Pitch

• Entrepreneur: Kelsey Witherow
• Business: Cookie Dough Bar
• Ask: $450,000 for 10% equity
• Result: No deal
• Sharks: None

Kelsey pitched Doughp, a cookie dough bar based in San Francisco. The business sells safe-to-eat cookie dough by the scoop and runs a single location at Pier 39.

That store alone brings in over 20,000 customers each month.

Each scoop costs $0.70 to make. Customers pay $6 for a standard scoop, while larger sizes go for $10 and $13. So far, Doughp has generated $850,000 in revenue.

According to Kelsey, they earned about $1,100 per square foot, with a net income margin of 35%. Looking ahead, she projected the company would pull in over $2 million.

She also revealed expansion plans, franchise opportunities, grocery retail partnerships, and a new store opening on the Las Vegas Strip, which sees over 70,000 visitors daily.

Kelsey handed out samples to the sharks. The flavors had playful names like OG Chocolate Chip, Vegan OG, Cinnamood, Raisin’ the Roog, Chocoholic, and This S’more is Hella Doughp.

The sharks enjoyed the taste, and Robert Herjavec chuckled at the creative branding.

During her pitch, Kelsey opened up about her personal journey. She had spent ten years in the tech world, starting as an intern at 16.

That high-pressure environment eventually led her to struggle with alcohol. But she shared that she was now three years sober. The sharks admired her honesty and applauded her resilience.

Barbara Corcoran asked about the competition. Kelsey acknowledged a few competitors, including a similar brand in New York.

Lori Greiner wanted to know if there were any health-conscious options. When Kelsey admitted health wasn’t the focus, Lori stepped out.

Barbara and Robert followed. Neither of them felt strongly about investing in cookie dough.

Kevin O’Leary pushed back on her $4.5 million valuation, arguing that her profits only justified a valuation closer to $1.8 million.

Kelsey defended the number, pointing to their 25–30% growth rate and Pier 39 performance. She also cited the Las Vegas opportunity.

Still, Kevin wasn’t convinced. He calculated that she’d only have about $335,000 left for investors and dropped out.

Mark Cuban raised concerns about the product’s potential contribution to obesity. He said he couldn’t support something with that kind of health impact and passed as well.

Kelsey tried to pivot. She pitched the brand’s potential in stadiums and airports, but none of the sharks moved forward.

All five eventually passed, mainly because of valuation disagreements or a lack of personal interest in the product.

While Kelsey left Shark Tank without a deal in Season 10, let’s get a Doughp update to see what the company’s been up to.

Shark Tank Doughp Update

Our Doughp update found that after the show, Kelsey raised $500,000 from a private investor.

She used the money to open a Las Vegas store and install vending machines at McCarran Airport.

In 2020, the pandemic forced them to shut down all physical locations. Instead of folding, the company shifted fully to online sales.

That move paid off, with revenue jumping to $2.5 million that year.

The momentum continued in 2021. Doughp hit $5 million in annual revenue and earned a spot on the Inc. 5000 list.

It ranked #274 overall and placed #16 in the food and beverage category.

In 2022, Doughp returned to Shark Tank for an update. At that point, the brand had already crossed $10 million in lifetime sales.

Additionally, Doughp remains active in mental health advocacy, donating over $100,000 to related causes.

Around the same time, they launched a crowdfunding campaign on Wefunder and successfully raised over $600,000.

Doughp products are now sold in more than 4,000 stores. This included major chains like Walmart, Target, Costco, and Kroger.

Despite the sharks passing on the deal, the business has grown steadily. We’re calling this Doughp update a success.

You can find the other company updates from Season 10 Episode 22 here:

• Cubicall Update
• Saucemoto Update
• Deskview Update

Before you go, be sure to check out our list of all the Shark Tank Season 10 products.