In early 2017, Megan Feeman launched the online store for NoBaked Cookie Dough, in Nashville, TN, which quickly transitioned into pop-up shops around the Nashville area. By the fall of 2017, selling in-person had become so successful that Megan and her husband, Jimmy, decided to open a physical storefront. NoBaked has since franchised and has locations across multiple states.

When COVID 19 caused our shops to shut down, we made the decision to pivot, putting all of our marketing efforts toward our eCommerce revenue channel, selling our cookie dough on our website, Amazon.com and Walmart.com. Today, we’re now making 71% of our revenue from online sales and we’ve done a $1.75 million in sales in just the last year. We are now shipping our delicious cookie dough all over the United States! 

Cookie dough is a delicious sweet treat, loved by many. However, after some internal market research, NoBaked realized there is a lack of safe-to-eat cookie dough options on the market that taste fresh and homemade, and can also be baked.

While other companies model their recipes after regular cookie dough, producing an unfavorable texture and flavor, NoBaked tastes like it was meant to be eaten raw, with no bitter aftertaste or grainy texture.  

NoBaked offers safe-to-eat cookie dough that tastes homemade and can be baked, too, if you prefer! Our dough uses heat-treated flour and no eggs, making it completely safe to eat raw. 

Currently we have 8 different varieties of cookie dough along with a rotating seasonal flavor every two months. We have dairy-free and gluten-free options, as well.  

The cookie category was up 5.1%, with $9.3 billion in total sales, during the 52-week period that ended April 19, 2020 . Our market segment, the refrigerated cookie/brownie dough segment, grew 9.3% to $571.8 million, during that time period, as well. 

The safe-to-eat cookie dough space is a rapidly growing category and is only going to grow larger in the coming years.

Just in the past year, we’ve done $1.75M in sales, with 66% of sales coming from eCommerce. Our YoY eCommerce sales have increased by 1534% in 2020, and we aim to continue this growth into 2021. Our total sales are up more than 67% in 2020, despite the pandemic and previous shutdowns of our physical locations.

This year, we also began selling our products on Amazon.com and Walmart.com. Within one month of launching on Amazon.com, we became the #1 Best Seller in the Refrigerated Doughs category.

Our customer email list reached 35,000 subscribers just 6 months after its start and we've seen incredible growth on our Instagram account which was verified in May of 2019, surpassing 50,000 followers in August 2020. We have also been featured by various major press outlets including USA today!

Our product is a cookie dough that you can both eat and bake. It comes in a jar, but tastes like it was made from scratch in your own kitchen! Made with ingredients that leave no bitter taste in your mouth, our safe-to-eat cookie dough is one that actually tastes good. Our delicious product combined with our relatable brand is something you just can’t find in your local grocery store.

Our new business model is a focus on pre-packaged cookie dough sold via eCommerce through our Shopify site, Amazon.com, and Walmart.com. We intend to use the capital from this raise to begin wholesaling our cookie dough to grocery stores, restaurants, and other retailers. 

For our online store, our average order is $38.75, average product is $8.00, gross profit (post shipping, fulfillment, and packaging) is $27.60, and customer acquisition cost $12.89. Our contribution margin is $8.09 and lifetime value estimate is $49.13.

Our product and brand are our two biggest differentiators. While there are other companies that sell safe-to-eat cookie dough, from what we have seen, few have a product that can also be baked. Many of our competitors modeled their recipes after regular cookie dough, which caused their product to have an unfavorable texture and flavor. We, on the other hand, created our recipe to taste like it was meant to be eaten, with no bitter aftertaste or grainy texture.  

We’re working to make our cookie dough available to consumers in all parts of the United States. We have gotten closer to accomplishing that by offering our products on Amazon.com, and Walmart.com, but we want to go even further. Our 5 year goal is to have NoBaked on the shelves of every major grocery store in the country.

CEO and Founder, Megan Feeman, leads the company with passion and creativity. Megan was honored as 2019 Nashville's 30 under 30, 2019 NEXT Awards Young Entrepreneur of the Year, 2020 Belmont Entrepreneur 100, and has been a  featured speaker for TEDx Belmont University. Her husband and Co-Founder, Jimmy Feeman, is responsible for launching the company into the franchise market. His leadership with operations has made for a nearly seamless transition to eCommerce sales in the last year. 

Together, Megan and Jimmy lead NoBaked’s highly skilled team toward a successful pivot from brick and mortar to eCommerce.

We’ve proven our ability to face challenges and come out stronger. When COVID 19 caused our shops to shut down, we took this challenge and pivoted to massively grow our online sales. By partnering with NoBaked, you’re joining forces with a company that has an established brand and well-loved product.

NoBaked has had the advantage of being one of the first companies to enter this market and has the right vision and plan in place to continue as a leader in this category.