SCOTTSDALE, Ariz., August 20, 2026 - Doich, the better-for-you snack brand known for their snacking dough is debuting its latest innovation, Protein Cups, with a nationwide “Taste Decides Tour,” a cross-country road trip built around the simple idea that when a product tastes this good, the best way to experience it is to actually try it.
The new Protein Cups deliver 20 grams of protein and 11 grams of fiber, offering a new way to get more protein without reaching for a traditional bar. True to Doich’s approach to snacking, the new cups are designed to make protein feel less functional and a lot more delicious.
The tour arrives during a period of significant growth for the brand. Recently a featured winner in the Good Housekeeping 2026 Snack Awards and on Good Morning America, Doich continues to gain recognition for its quality ingredients and great taste.
Rather than introducing the product from behind a screen, Doich is launching it IRL and skipping the traditional product launch. Influencers and media will get their turn, but first, Doich is taking it to the streets.
It might seem backwards, but with the Taste Decides Tour, Doich is putting the promise of a delicious protein product to the test. Before Protein Cups are available to buy in October, thousands of people across the country will have the chance to taste them and decide for themselves if Doich has cracked the code on a delicious protein snack. The world may think they don’t need another protein bar - but they will get to taste and decide.
“We’ve always believed that the best way to understand what makes Doich different is to taste it,” said Anthony Scialdone, Doich CEO and co-founder. “With the tour, we’re taking that philosophy across the country and putting Protein Cups directly into consumers’ hands. Protein Cups are a completely different way to think about the category, so we wanted to think differently about how we launch them.”
The tour is underway in Los Angeles and will hit 10 cities concluding September 25th and 26th in Scottsdale, Arizona where newly announced Doich Partner Caitlin Murray, author and creator behind Big Time Adulting, will join the brand for the final stop to meet consumers getting their first taste of Doich Protein Cups. Murray will also be in NYC for the stop September 18th through September 20th.
“A major goal of mine was to start my own snacking brand, and I was deep into that process when I met the Doich team and tried their snacking dough and new Protein Cups,” said Murray. “I’m not even a fan of added protein snacks but how do I describe this? It’s like a candy cookie mixed with heaven, and incredibly clean. And the macros? They’re perfect. I’m so excited to join the Doich team as a partner and be in Scottsdale for the final stop, meeting people and watching them try the product for the first time.”
Throughout the Taste Decides Tour, Doich will document the journey on social media @DoichFoods, capture first-bite reactions and bring consumers along for the ride in real time.
Taste Decides Tour:
- August 17–19: Los Angeles
- August 20–22: San Diego
- August 25–27: Austin
- August 31–September 2: Fort Lauderdale
- September 3–5: Miami
- September 8–10: Nashville
- September 11–13: Chicago
- September 15–17: Philadelphia
- September 18–20: New York City
- September 25–26: Scottsdale
About Doich
Doich Foods is a better-for-you snacking brand built to crush cravings with clean, no-nonsense flavor. Doich makes snacking dough with high quality ingredients and without junk or compromises. It’s allergen-friendly, low in sugar, has 3x more protein than leading cookie dough, vegan and gluten-free. Whether eaten straight from the jar or baked into cookies, Doich delivers spoonable joy that’s bold, real and tasty. www.doichfoods.com | @DoichFoods
