Gluten free diets have become increasingly popular in recent years, with more and more people opting to avoid gluten for medical reasons or simply as a lifestyle choice. For those who love baked goods but need to avoid gluten, finding tasty gluten free options can be a challenge. One product that became a favorite for many was Pillsbury gluten free refrigerated cookie dough, which allowed home bakers to easily make classic cookies like chocolate chip and sugar without the hassle of gluten free baking. However, fans of this beloved dough were disappointed when Pillsbury discontinued their line of gluten free cookie dough several years ago. So what happened, and where did these convenient gluten free doughs go?
The Rise in Popularity of Pillsbury Gluten Free Cookie Dough
Pillsbury first introduced their line of gluten free cookie doughs in 2010, aiming to tap into the growing market of gluten conscious consumers seeking easier ways to bake delicious gluten free treats at home. At the time, options for premade gluten free doughs and baking mixes were still relatively limited, especially from mainstream brands. Pillsbury was one of the first large baking brands to offer gluten free cookie doughs that could simply be scooped onto a baking sheet like traditional doughs, without requiring extra ingredients or prep work. Their doughs came in popular flavors like chocolate chip, sugar cookie, peanut butter, and oatmeal raisin, made with rice flour and other gluten free ingredients.
The doughs were initially met with excitement and fanfare from those who had been wishing for gluten free baking shortcuts. Pillsbury’s gluten free doughs offered the convenience of being able to quickly bake fresh gluten free cookies with minimal work, which made them especially popular among busy parents of children with food allergies or celiac disease. The doughs performed well, resulting in soft and tasty cookies that could be hard to achieve with gluten free baking. Being able to grab refrigerated dough off the shelf gave gluten free bakers the ease of whipping up cookies with minimal hassle or risk of fails. The doughs became a staple gluten free convenience product carried by many mainstream grocery stores.
Why Pillsbury Gluten Free Doughs Were Discontinued
After several years of strong sales growth and popularity within the gluten free community, Pillsbury unexpectedly discontinued their line of gluten free doughs in 2016. No official reason was given at the time except for a statement that it was a business decision to move their focus to other products. This left many loyal fans confused and disappointed.
Based on consumer speculation and food industry insights, there are a few hypothesized reasons why Pillsbury may have pulled the plug on their popular gluten free dough:
- Declining sales – After the initial novelty and excitement wore off, sales of the doughs may have started to decline as more specialty gluten free brands emerged providing stiffer competition. With a dip in sales, Pillsbury may have decided the doughs were no longer worth supporting.
- High manufacturing costs – Producing gluten free products often incurs higher costs compared to conventional wheat-based foods, due to use of specialty ingredients and strict quality control measures needed. The costs of manufacturing the doughs profitably may have become too high.
- Distribution challenges – Keeping the doughs well-stocked may have become problematic. Retailers had to store them in freezer cases rather than with ambient temperature doughs, which complicated logistics.
- Cannibalization of other products – The popularity of the gluten free doughs may have started eating into sales of Pillsbury’s other baking products, so they chose to focus efforts on their core items.
Ultimately, it seems discontinuing the gluten free doughs was likely a strategic business decision as costs rose and sales declined. While disappointing to loyal consumers, pulling the plug on the once hot item allowed Pillsbury to shift focus back to products with greater profit potential for them as a large corporation.
The Response from Gluten Free Consumers
As expected, there was an outcry of disappointment on social media and forums throughout the gluten free community once word spread that Pillsbury gluten free dough would no longer be available. The doughs had become such a beloved convenience product that many felt like they were losing a baking staple. Complaints were aired about the lack of explanation given for the discontinuation beyond “business reasons.”
Consumers had grown to rely on the doughs for quick gluten free baking, from packing them for bake sales to whipping up treats for family movie night. Parents of kids with celiac disease especially appreciated the ease of having cookie dough again that their children could safely enjoy too. Some sentiment was expressed begging Pillsbury to bring the doughs back or at least share the recipes so consumers could try making them themselves at home.
While upset at the loss of the doughs, over time most of those who once enjoyed them moved on and found alternatives. More specialty gluten free brands had continued expanding their product lines, offering other options like premade cookie dough balls and baking mixes to help fill the consumer need that Pillsbury had once uniquely met within the mainstream market. Still, the discontinued doughs remained missed by many who had come to love them.
Alternatives for Convenient Gluten Free Cookie Dough
Though Pillsbury gluten free dough disappeared from shelves, options have continued to grow for those seeking the convenience of ready-to-bake gluten free cookie dough:
- Gluten Free Specialty Brands – Smaller specialty producers like Pamela’s Products, Namaste Foods, and Sweet Loren’s offer premade gluten free cookie dough in tubes, dough balls, or slices.
- Grocery Store Refrigerated Cases – Some grocery stores now carry refrigerated cases of gluten free cookie dough from brands like Annie’s Homegrown.
- Online Ordering – Many gluten free bakers now directly order doughs online from specialty suppliers to access greater flavor and brand variety.
- Gluten Free Baking Mixes – While not ready-to-cook dough, high quality baking mixes provide a shortcut for making homemade gluten free cookies.
- DIY Cookie Dough – Making homemade gluten free dough from scratch gives the most control over ingredients. Recipes abound online.
Though extra steps are still required compared to Pillsbury’s dough, this range of alternatives help modern gluten free bakers carry on the convenience of premade dough when needed for simple homemade cookies.
Will Pillsbury Bring Back Gluten Free Dough?
Since disappearing from the gluten free market, there has been ongoing hope expressed by consumers that Pillsbury might revive their gluten free doughs someday. However, most signs indicate that a return is unlikely at this point.
Pillsbury was bought out by General Mills in 2001. Under the large corporation, business decisions are driven by bottom line profits above all else. If Pillsbury’s sales data did not justify continuing the doughs back in 2016, it is improbable that stance would change today unless clear market data showed sizable profit potential.
The gluten free market has also evolved since the dough’s heyday, with more competition available. Unless Pillsbury formulated some highly innovative twist on the doughs with a clear marketing edge, returns would be uncertain. Producing and distributing the dough profitably at scale would still pose challenges.
While Pillsbury has not definitively ruled out ever bringing back any form of gluten free dough, at this stage it seems it would take an unexpected turnaround in their market strategy and costly new product development for these doughs to return to shelves. The niche is now well-covered by specialty producers, so motivation for Pillsbury to revive the once hot item remains low.
Of course gluten free devotees can continue hoping. Anything is possible down the line if consumer demand exploded enough to make the dough irresistibly profitable again. But for now, Pillsbury seems content leaving gluten free dough in the past and directing resources toward less niche products with broader appeal and sales potential.
Conclusion
Pillsbury’s gluten free cookie doughs were a game-changer when first introduced, offering convenience to gluten free bakers within the mainstream market. But reasons from high costs to sagging interest likely led Pillsbury to discontinue the once popular doughs as a calculated business move in 2016. Outcry ensued from loyal consumers who missed the beloved product and the ease it brought to gluten free baking. Though unlikely to return, the doughs introduced more people to the possibility of convenient gluten free baked goods, paving the way for continued growth in that market from specialty brands. Gluten free devotees now have more options than ever for premade doughs and mixes to get their cookie fix, even if original Pillsbury fans still miss those OG dough balls rolling out under their own brand name.
