Whoa Dough Powers Gopuff’s New Private Label Edible Cookie Dough

Highland Heights, Ohio – May 2026 – Whoa Dough, the modern gluten free indulgence brand reinventing cookie dough for today’s snacker, today announced a landmark collaboration with Gopuff, the leading Instant Commerce platform. The two brands have partnered to create Edible Chocolate Chip Cookie Dough and Brownie Batter Cookie Dough as part of Gopuff’s new Crave Shoppe private label brand for indulgent baked goods and sweet treats designed specifically for the on-demand consumer.

The Whoa Dough name is featured directly on Crave Shoppe packaging, tapping into the brand’s authority and trust among consumers looking for delicious, better-for-you snacking options. Crave Shoppe launched this spring as Gopuff’s first private label brand dedicated to indulgent baked goods and snacks, produced in small batches with premium ingredients. The Gopuff x Whoa Dough Edible Cookie Dough, available in Chocolate Chip and Brownie Batter, are among the debut offerings for the Crave Shoppe brand, and tap into a category that has seen explosive growth on Gopuff: the “chunks, bites, and dough” segment grew 112% year-over-year in 2025.

“Gopuff is tapped into what consumers want in real time, and partnering with them to bring our cookie dough to Crave Shoppe is a huge win for Whoa Dough,” said Todd Goldstein, Founder of Whoa Dough. “Private label brands rarely give a public nod to their partners, so being named within Crave Shoppe is a real validation of what we’ve built. We can’t wait for Gopuff consumers to discover our dough.”

The Gopuff partnership represents a major expansion of Whoa Dough’s omnichannel distribution strategy. The brand has already established a presence in traditional grocery, natural, food service, and online channels, and now extends its reach into instant commerce, one of the fastest-growing segments in food delivery. The collaboration also deepens Whoa Dough’s footprint in private label, further establishing the brand as a preferred innovation partner for leading retailers and platforms.

“For Gopuff’s private labels, we’re always looking to develop unique products that cater to our customers' unique tastes and preferences,” said Brett Fene, Director of Merchandising at Gopuff. “When we identified a gap in the market for a better-for-you, but still indulgent, version of a poppable frozen treat, we knew we had an opportunity to create something special. However, for such a specialized product, it was important to find a trusted partner to bring our vision to life, and Whoa Dough was the ideal fit. Together, we created a first-of-its-kind treat that can be enjoyed by everyone, including those with gluten sensitivities.”

Crave Shoppe products featuring Whoa Dough’s edible cookie doughs are available now exclusively through the Gopuff app.

About Whoa Dough

Whoa Dough is a modern gluten free indulgence brand on a mission to bring more snack happiness to the world. Founded by Todd Goldstein, who set out to create safe and wildly delicious treats for his gluten sensitive family, Whoa Dough blends nostalgic joy with trustworthy, allergen-friendly ingredients. The brand offers craveable cookie dough products that are certified gluten free, vegan, dairy free, soy free, and egg free. As Whoa Dough expands its innovation pipeline, the company remains committed to delivering fun, flavor, and freedom to enjoy. Whoa. Just Whoa.

About Gopuff

Gopuff, the leader in instant commerce, offers more than 5,000 products delivered in as fast as 15 minutes. Founded in 2013 by Yakir Gola and Rafael Ilishayev, the company operates its own micro-fulfillment centers, leveraging proprietary technology and a hyper-local logistics network to offer speed, reliability, and affordability to millions of customers across the U.S. and U.K.

To learn more, follow Gopuff on Facebook, X, or Instagram. Download the Gopuff app on iOS and Android.