The Northern Dough Co has expanded beyond the freezer aisle with a chilled range of doughballs and flatbreads.
The lineup comprises Cheesy Garlic Fully Loaded Doughballs (rsp: £3.50/155g) and Fully Loaded Tear & Share Breads in Cheesy Garlic Jalapeño (rsp: £3.45/225g) and Cheesy Tomato (rsp: £3.45/245g). They have rolled out exclusively in Sainsbury’s.
The doughballs were developed to appeal to “shoppers seeking an affordable, restaurant-quality alternative to takeaway food”, said the brand.
Described as “pillow-soft”, the flatbreads were designed to encourage “meal pairing occasions through familiar formats and flavours”, it added.
The launch was designed to tap growth in stay-at-home occasions, said the brand. Some 65% of consumers were now actively seeking ways to make staying in more of an occasion, it said, citing Mintel data [At-home Socialising Consumer Report, 2026].
“We saw an opportunity to bring clean-label, British branded innovation to this space, particularly for the growing number of shoppers looking for something a little more special in the chilled aisle rather than frozen,” said Amy Cheadle, co-founder and sales & marketing director at The Northern Dough Co.
Alongside the move into chilled, the brand has also refreshed its packaging with recipe-specific coloured packs and clearer ingredient cues.
Cheadle added: “With 15 years’ experience supplying British supermarkets, our aim is to elevate the chilled category with an exceptional range that can continue to evolve with consumers’ tastes and trends.”
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