In 2019 I walked into a Whole Foods with a ziploc bag of cookie dough thinking that's how you got them to sell your product. The manager laughed at me. She passed it to the local forager anyway and that's how we got our foot in the door.

Then I started making protein cookies in my apartment kitchen and the only reason my roommate didn't kick me out is he got free cookies. I just wanted a protein cookie I'd actually eat. No gluten, no grains, didn't taste like sand.

We launched and slowly grew from Texas to national over the next few years. Patient growth, lots of learning, thousands of mistakes. This year we're finally launching something new. Been a long time coming.

—brad, founder and ceDOUGH