top of page

How Todd Goldstein's Whoa Dough is Redefining the Cookie Dough Experience

In the ever-evolving landscape of snack foods, one brand has risen with a mission not only to satiate our cravings but also to cater to the health-conscious and those with dietary restrictions. Whoa Dough, under the leadership of founder Todd Goldstein, has redefined the experience of enjoying cookie dough, transforming a simple pleasure into an accessible treat for all.

The idea for Whoa Dough sprang from personal need. Todd Goldstein, raised in an entrepreneurial Cleveland family, grew up immersed in the dynamics of business creation. Despite his early business ventures, including founding an incubator called Launch House in 2007, it was his and his sons' diagnosis with gluten intolerance that steered him towards the food industry. “I missed having cookie dough as a kid," Todd recalls. "So I thought my kids should have that experience too, but how do you do it allergy-free?”

This question was the seed that grew into Whoa Dough—a line of snack bars and refrigerated cookie dough that promises the joy of cookie dough without the allergens typically associated with it. Each product is gluten-free, vegan, soy-free, egg-free, dairy-free, and kosher, making them a guilt-free indulgence for a broad audience. Todd explains the uniqueness of Whoa Dough, saying, “What makes Whoa Dough different is that it's not only gluten-free and plant-based but also free from eggs and dairy. We focus on low sugar content and use non-GMO ingredients, ensuring that everyone, regardless of dietary restrictions, can enjoy our products.”

Launched in 2020, the brand has expanded rapidly, offering flavors like Chocolate Chip, Peanut Butter, Brownie Batter, and more. Each bar contains 4-5g of protein, less than 10g of sugar, and only 140 calories—perfect for the health-conscious consumer on the go.

The journey hasn't been without its hurdles. Achieving certifications like gluten-free and Non-GMO verification required rigorous documentation and regular audits. Todd also notes the challenges in supply chain management, particularly in sourcing ingredients that meet their strict standards. “We initially started with a co-manufacturer but found a more aligned manufacturing partner locally in Ohio, which helped streamline our processes,” he says.

As for the future, Todd is optimistic about expanding Whoa Dough's reach and product line. “With our bars, we want to enter more channels, including micro-vending and schools,” he reveals. Additionally, there are plans to introduce a ready-to-cook cookie dough, catering further to the needs of busy, health-conscious families.

Whoa Dough's commitment to quality, health, and inclusivity, combined with Todd Goldstein's entrepreneurial spirit, promises to keep this innovative brand on the rise. It’s a testament to how personal challenges can lead to professional triumphs, proving that sometimes, a "bummer" can indeed become a brilliant business idea. As Whoa Dough continues to evolve, it remains not just a snack, but a sweet revolution in the dough industry.


bottom of page