Yummy Dough

Yummy Dough (also known by its original German name Essknete) is a baking mixture which, after the addition of water, is kneaded to a smooth dough.[1] It was invented in 2005 and first introduced in the market in 2007. The product's consistency is similar to that of modeling clay, such as Play-Doh, except it is edible raw and can be baked. Its coloring agents are all vegetable.[2] It is delivered as a powder mix that turns into a kneadable dough when water is added.

Package of Yummy Dough

History

Yummy Dough was invented by Stefan Kaczmarek, an IT worker from Idstein, Germany, in fall 2005.[3] Kaczmarek credits his two daughters as having the original idea for the product because they "wanted to finally have dough they can play with as well as eat".[4] It was first mentioned in a radio broadcast by the Hessischer Rundfunk, which increased the interest significantly.[3] Kaczmarek previously had no intention to market the product but decided otherwise after the reaction to the broadcast.[3] It was premiered as a commercial product at Anuga alimentary exhibition in 2007,[4] where it won the "Taste 07" award for innovation.[5] This sparked the interest of several large grocery and toy chains;[5] Kaczmarek declined an offer by German food manufacturer Dr. Oetker[5] and instead founded his own company, 123 Nährmittel GmbH, to distribute the product nationwide.[5] Yummy Dough was first sold in supermarkets in 2007, starting with the German grocery chains Hit and REWE.[3] The product is produced by the RUF Lebensmittelwerke in Quakenbrück.[6]

In 2009, it became available to North America[7] and is distributed by Canadian-based toy distributor PlaSmart Inc.[8] This product is featured in season 4 of the Canadian version of Dragons' Den, in which Kaczmarek, and his Canadian partner, Timothy Kimber of PlaSmart Inc., received C$500,000 from investors Kevin O'Leary, W. Brett Wilson, and Jim Treliving, in exchange for a 3.5% cut of revenues, once the investment has been recouped.[9][10][11] Further plans also include marketing the product in Asia.[7]

Yummy Dough was pulled from the market and has since been taken over by a German company with new branding and is only available in the EU marketplace.

See also

References
  1. "Yummy Dough edible playdough". ToyHype. 4 August 2009. Retrieved 2009-08-25.
  2. "Yummy Dough - The Story". 123 Nährmittel GmbH. Archived from the original on August 14, 2009. Retrieved 2009-08-25.
  3. Winter, Thorsten (16 October 2007). "Süße Weltneuheit aus der Familienküche" (in German). Frankfurter Allgemeine Zeitung. Retrieved 2009-08-25.
  4. Binder, Evelyn (12 July 2007). "Wie man mit Mehl Knete macht" (in German). Kölner Stadt-Anzeiger. Retrieved 2009-08-25.
  5. Baumgart-Pietsch, Anja (9 November 2007). ""Essknete" sorgt für viel Furore" (in German). Wiesbadener Tagblatt. Archived from the original on July 19, 2011. Retrieved 2009-08-25.
  6. Lawecki, Gero (2 February 2008). "Knetbares Essen" (in German). Handelsblatt. Retrieved 2009-08-25.
  7. Winter, Thorsten (9 April 2009). "Essknete lockt auch Amerikaner und Asiaten an" (in German). Frankfurter Allgemeine Zeitung.
  8. Balkin, Adam (16 February 2009). "Toy Fair Kicks Off At Javits Center". NY1. Retrieved 2009-08-25.
  9. "Yummy Dough in Dragons' Den". CBC Television. Archived from the original on October 27, 2009. Retrieved 2009-10-29.
  10. "Archived copy". Archived from the original on November 4, 2009. Retrieved November 1, 2009.{{cite web}}: CS1 maint: archived copy as title (link)
  11. "Dragons' Den backs edible playdough". CBC News. 2009-10-29.
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