Sweet Joe’s goes national: Birmingham cookie dough brand lands in Asda
Sweet Joe's introduces two flavours of cookie dough pots in 220 Asda stores, marking a significant milestone for the Birmingham-based brand.
The two cookie dough pot flavours will be in chocolate chunk and red velvet flavours, are packaged in twin packs (2 x 120g, RRP £2.99), are prepared without the use of additives or preservatives, and are ready in only 50 seconds.
The cookie dough company recently opened a store in the Bullring and Grand Central following its success in recent years across the city.
After completing a degree in biological forensic sciences at Coventry University, the founder of Sweet Joe’s - Birmingham-born Ammar Saleem, had the idea of setting up his own cookie dough company while working at a pizza restaurant.
He bought a second hand freezer and set up his company from his parents shed in Bordesley Green with just £700.
And now the goods are going to be available in Asda.
For the brand’s founder Ammar Saleem, who grew up in Birmingham and built the business from the ground up, this marks a new milestone from the brand’s humble beginnings. “I used to go door-to-door and sell the cookie dough and that’s how I validated the concept. I only had £750 to start.”
Ammar had swapped a career in medical sales to follow his love of American-style cookies. Starting with a second-hand freezer and a lot of ambition, he opened his first dessert café in the city last November.
He shared the excitement with BirminghamWorld: “These two are the flavours that are launching in 220 Asdas to begin with and I’ve got the small task of coming up with new flavours and products.
“I started the business in mind with trying to get a product to market on shelves in supermarkets. It took 10 years to do because there were a lot of personal setbacks.”
The cookie dough pots, which were created in the UK and refined in Sweet Joe's beloved Birmingham café located in Grand Central Birmingham are the product of ten years of recipe testing and feedback from its customers.
See more about Sweet Joe’s on their Instagram page, here.