Viral cookie dough products land in Asda stores with support from NatWest

Social media sensations Sweet Joe’s has launched their American-style cookie dough pots in Asda – with support from NatWest bank.

The brand has been launched in 222 Asda stores with two flavours: classic Choc Chunk and Red Velvet.

The fridge-stored pots are made without any additives or preservatives. They deliver warm, gooey cookie dough within 50 seconds in microwave.

It was founded by cookie fanatic Ammar Saleem (pictured), a Birmingham-born entrepreneur who left behind a career in medical sales and a degree in forensic science to pursue his dessert dreams.

Saleem was a part of the Birmingham hub of the NatWest Business accelerator - a thriving community for entrepreneurs, providing a range of support for business growth virtually or across 12 hubs in the UK.

Sweet Joe’s flagship cookie shop in Birmingham’s Grand Central, has become known for its decadent cookie creations, playful toppings, and TikTok-worthy bakes.

Since opening in November 2024, the store has served thousands of hot cookies and racked up a loyal 13.8k Instagram following.

Saleem has now spent a decade building a sweet-toothed brand focused on flavour, fun and feel-good indulgence.

He said: “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 soaring, especially amongst the younger generations, we’re bringing the full experience home with the tastiest cookie dough, proper portion sizes and real ingredients.

“This launch is a massive moment for us during a UK ‘cookie revolution’ and we’re proud to bring something genuinely new to shops.

“The NatWest Accelerator Birmingham programme played a pivotal role in Sweet Joe’s journey.

“Reaching the milestone of being stocked in over 220 Asda stores is a proud achievement, and it meant a great deal to have both Pam and Harinder there to celebrate the launch.

“I’m incredibly grateful for the kind words and continued support.”

Pam Sheemar, regional accelerator director, Midlands South West and Wales at NatWest, said: “We are absolutely thrilled for Ammar and Sweet Joes on this latest development.

“Throughout his time with the NatWest Accelerator, Ammar was committed to doing what needed to support his business in its growth and reaching the next level.

“We are excited to see what he does next.”