Built by a founder who believes food can be an experience.

The DOOBY Story: A Dad on a Mission

I became a father to two daughters, and everything changed. Suddenly I wanted the best of everything for them — the right school, more time together, food I didn’t have to feel guilty about.

That last one became my mission. I wanted to give them food I could feel genuinely good about — something wholesome and nourishing that they would also be truly excited to eat.

So I asked myself one question: what if one snack could be genuinely good for my kids and the thing they get most excited about?

That answer became DOOBY.

🎭 Snack Time, Reinvented

DOOBY comes in playful 3D shapes — the Eiffel Tower, a roaring lion, a T-Rex — soft-baked and ready to be enjoyed one landmark at a time. Do you eat the tower from the top or the base? Does the lion’s mane go first? Kids decide. That’s the whole point — food that’s a joy to eat and sparks the imagination with every bite.

📚 Learning Built In

Every pack holds a collectible card and a QR code. Scan it, and your child unlocks a story — how lions hunt, how engineers built the Eiffel Tower, how creatures thrive in the deep sea. It turns snack time into a little adventure of travelling, discovering and learning about the world, one delicious bite at a time.

🌍 This Is DOOBY World

Real nutrition. Real fun. Built by a dad who just wanted his daughters to have both.

Welcome to DOOBY World.

Shay SimchaFounder & CEO, DOOBY