Sweet Joe’s is shaking up chilled desserts supermarket aisles with their proper-portion, heat-to-eat American-style cookie dough pots, bringing bold indulgence and microwave-ready convenience to the mainstream. Launching in twin-packs (2 x 120g, RRP £2.99) in two flavours (Choc Chunk and Red Velvet), the range hits Asda shelves in 222 stores on Monday 7th July.
Crafted in the UK and inspired by American dessert parlour culture, these rich, joy-sparking treats are ready in 50 seconds and contain no additives or preservatives.
The delicious recipes have been tried, tested and perfected in Sweet Joe’s flagship store, a cult-favourite spot in Birmingham Grand Central that has served up thousands of cookies since opening last November. Its 13.8k loyal Instagram followers regularly engage with behind-the-scenes content and teasers of new product ideas trialled in-store.
Sweet Joe’s is the brainchild of Ammar Saleem, a Birmingham-born entrepreneur who started with a secondhand freezer, a love of pizza shop cookie dough and a mission to bring joy to people’s lives. After walking away from a career in medical sales and a degree in forensic science, Saleem went all-in on building a wholesale dessert brand focused on indulgence, fun and authenticity. Ten years later, he’s the last entrepreneur still trading from his original business accelerator cohort and has finally landed his dream national retail listing.
“Sweet Joe’s was born from the simple belief that desserts should feel like a moment of joy. With the popularity of dessert parlours and sweet treats growing, especially amongst the younger generations, we’re bringing the full experience home with the tastiest cookie dough, proper portion sizes and real ingredients,” said Saleem. “This launch is a massive moment for us during a pivotal time for the dessert category and we’re proud to bring something genuinely new to the UK market.”
Sweet Joe’s aims to differentiate from existing chilled dessert options by offering a full American-style portion, contrasting with competitors’ smaller formats. With a “dough-it-your-way” message and serving suggestions like adding sprinkles, drizzles or ice cream, the brand is focused on experience as much as taste.
Sweet Joe’s is available in the chilled dessert aisle in 222 Asda stores nationwide from Monday 7th July.
