Global Social Media Star David Dobrik on his snack brand Wavers, under The Original Doughbrik’s Snacks, Co-Founded with Snack Industry Leaders Jerry Bello and Adam Cohen
Story:
Chicago native David Dobrik has transcended beyond his youtube and social media world persona with an impressive snack empire growing as a result of his love for snacking – inclusive of all things candy and food. First with his popular Doughbrik’s Pizza parlor situated in the heart of the Sunset Strip in Los Angeles, ambassadorships with brands like Celsius energy, and a reputation for always posting the latest and greatest, and unique – snack and food items – including his good friend Mr. Beast’s Feastables. In 2025, David expanded into grocery, retail and convenience stores alike with his own, and much overdue, snack line, Wavers, by The Original Doughbrik’s Snacks. Currently available worldwide from the United States to Australia, there is no stopping Dobrik’s vision for his Doughbrik’s snacking empire.
Wavers are currently available in four flavors – Late Night Pizza, Extra Cheesy, Spicy Pickle and Hot Honey – inspired by his signature Doughbrik’s pizza flavors – at retail partners including gopuff, Bevmo, Albertson’s (Inclusive of Jewel-Osco, Safeway, Vons), IT’Sugar, Amazon and TikTok Shop in the US, which also included a pop-up preview week with Walmart, and many new retailers soon to be announced in 2026. Globally, Wavers are in 7-Eleven stores across all of Australia, as well as Spudshed and Woolworths in Australia, with Dubai about to launch in Candylicious.
David partnered with longtime industry veterans and experts Jerry Bello and Adam Cohen on the endeavor, under their newly formulated Tastemaker Foods, with Dobrik and The Original Doughbrik’s Snacks as their first foray under Tastemaker. Known for creating, incubating and co-developing brands like Brownie Brittle, Veggies Straws, Cookie and Candy Pop, among many others, Bello and Cohen are no stranger to the snacking industry and the synergy of their vision with Dobrik’s was organic and aligned from the start.
F&B Magazine sat down with David Dobrik for a look into his brand and vision:
Why did you want to start a snack brand ?
I’m a big snacker, I love trying and tasting unknown or exotic snacks. If you watch any of my daily content then you know that 75% is eating and trying new foods! I genuinely love Wavers and found myself naturally grabbing them in my own pantry when we were trialing different snack types. Wavers was the clear winner and felt like the perfect extension of my existing pizza brand, Doughbriks.
Was starting a snack brand something you envisioned for a while?
Yeah, we had tossed around several ideas whether that be a candy or snack, but when we came up with the formula for Wavers it was a hit with me and all my friends. I hold my friends’ opinions to the highest standard and if we all love it then I’m in.
Why wavers and where did the name come from?
There was a popped and airy gas station snack I ate while growing up in Slovakia as a kid. It was light and addicting in the sense that I could eat the whole bag and not get sick of it. I knew that’s what I wanted Wavers to be like. The name is based upon the shape of the chip itself and we love how simple, easy and self-explanatory it is.
What makes Wavers unique in a huge world of snack options?
The texture and shape is unlike any other snack that I have seen at my grocery and convenience stores. Our airy crisp and crunch is truly unmatched and the variety of flavors that the chip can hold- whether that’s a sweet cinnamon sugar or a freakin’ hot cheese (wink wink) we are really excited about upcoming flavor launches!
What were the main 3 things you thought must be aligned in order to create your snack brand?
Snackability– I want to be able to eat as many as I want, maybe even a whole bag and not feel guilty about it.
The Name – naming a product always feels like the hardest part for me but Wavers came naturally.
Originality – The look, feel and taste needed to be unique yet good for you. The last thing we wanted to do was give people something that’s unhealthy and boring. We want to spice up the snack aisle!
What is your dream collaboration or extension for this brand?
A Marvel collaboration is always my dream for any product. I think an Iron Man flavor of Wavers should be in our future. However, I’m most excited about the new flavor profiles we’re developing. Our chips can hold a wide variety of flavors and we’re experimenting with a ton of really fun, sweet, spicy and exotic flavor types.
How did your pizza shop and brand influence this decision?
Wavers is an extension of my pizza restaurant in LA, Doughbriks, so every part of Wavers is directly influenced by Doughbriks Pizza. All the flavors are based upon slices we sell directly at the store, the bags feature our restaurants origin story and checkered tiling,
Is there Chicago influence in Wavers?
The origin/influence is really derived from my childhood Slovakian snack and blended with my love for Chicago Pizza. It’s all my worlds coming together.
What inspiration did the pizza brand play ?
Everything from the packaging to the flavors to the essence and atmosphere of our LA pizza shop inspired the Wavers brand. Everything is connected.
What is your favorite type of snack?
Other than the Late Night Pizza Waver, I love a Gardetto and a Flamin Hot Cheeto. Those are my top 3.
What’s it like working alongside longtime snack industry veterans Jerry Bello and Adam Cohen as your partner and cofounders?
Jerry and Adam have been the pioneers for this industry for years. I’m excited that they believe that this product could be the next breakthrough in the snack aisle. They have put their heart, soul and snack-intellect into this product and I couldn’t ask for better partners in this business.
What is Natalie’s role in your snack and pizza business?
Natalie is my fellow snack-consoisseur and I trust her taste and palette more than anyone. She shares the same excitement for the brand as me and is the VP of Brand at Wavers.
What is your goal for wavers?
Our long term goal is to be your snack aisle staple, the chip you naturally crave and gravitate towards. We want to compete with the top dogs in snacks and I think we have the product and team to do it. I am excited to continue developing our retail partnerships in the US and abroad and get Wavers into as many hands as we can through 2026. We have already begun distribution in Australia, Mexico and the Philippines and there’s more to come!
What’s next for the Doughbrik’s snacks empire?
More flavors first and foremost! Frozen Pizza is still a long term goal for the Doughbrik’s brand too, so maybe soon!
F&B Magazine also sat down with David’s partners, co-founders Jerry Bello and Adam Cohen for their insight and perspective on the partnership.
First, some insight from Adam Cohen, Co-Founder and President of Wavers by The Original Doughbrik’s Snacks:
Why did you want to partner with David Dobrik to create a snack brand?
From the moment David and I started talking about snacks, I could see his curiosity wasn’t just surface level. He genuinely loves this world. He’s fascinated by flavors, textures, and what makes people light up when they try something new. That passion aligned perfectly with mine. I’ve spent my career building brands that make people feel connected, and with David, it wasn’t about doing another creator brand. It was about building something real, rooted in community, joy, and authenticity. I knew instantly this could become a global movement, not just a snack line.
What has been most exciting so far about this journey?
The collaboration. Watching our snack world and David’s creator world come together has been pure magic. Our teams work as one, creative, marketing, manufacturing, logistics, storytelling, all flowing together seamlessly. It’s the perfect fusion of experience and energy. Every day feels like we’re creating something the world hasn’t seen before. The excitement from fans, retailers, and partners around the world reminds me why I love what I do.
What is the biggest challenge with launching a creator snack brand?
The challenge and opportunity is to create a brand that transcends fame and becomes part of everyday life. People might try Wavers because they love David, but they’ll keep buying it because they love the product. We need to make sure the snack and the story work in harmony, entertaining, inspiring, but also truly delicious. We’ve built the brand to have depth, cultural relevance, emotional connection, and real staying power.
What is special about Wavers?
Wavers are literally joy in a bag. It’s nostalgic yet fresh. It feels like that childhood snack you loved but reinvented for today’s world. It’s light, crunchy, flavorful, and made with care, gluten free, cooked in avocado oil, and 45 pieces per ounce. That’s what makes it transformational. It gives you everything you crave without compromise. It’s comfort, energy, and happiness in one simple bite.
What is the goal for Wavers? Tell us about expansion.
Our goal is to make Wavers a global experience. We’re not just building a snack brand; we’re building a cultural brand that lives at festivals, in airports, in homes, and on screens all around the world. We’re expanding into new countries, new flavors, and new formats, and in 2026 we’re opening our European manufacturing facility to support that growth. Wavers will be in more than 20 countries by the end of 2026, and that’s just phase one.
Where can Wavers be found?
We’re already in Albertsons, Safeway, Jewel-Osco, Acme, Gopuff, BevMo, and IT’SUGAR, with more major retailers onboarding early next year. Internationally, we’re everywhere from Australia to the UK , UAE – Dubai and The Netherlands. Such international retailers as 7-Eleven, Spudshed, Woolworths in Australia, and in Dubai in Candylicious, Every new retailer is another step toward our goal to make Wavers accessible to everyone, everywhere.
Tell us a brief line about your background.
Before entering the world of consumer packaged goods, I spent years as a marketing and entertainment consultant working with some of the most respected blue chip and luxury brands in the world, including Moët Hennessy as well as Heineken and American Crew. That chapter of my career taught me the power of storytelling, image, and cultural relevance.
When I met Jerry Bello and who is partnered with my cousin Jason Cohen, I pivoted into the emerging brand space, drawn by the excitement of innovation and building something from the ground up. Since then, I’ve had the privilege of helping shape some of the most recognizable snack brands in America, from Veggie Straws to Sheila G’s Brownie Brittle, Cookie & Candy Pop, and now The Original Doughbrik’s ‘Wavers’ Snacks. For me, this isn’t just about snacks. It’s about creating moments people remember and building a brand that will live far beyond us.
Next, Jerry Bello — Executive Director, The Original Doughbrik’s Wavers Snacks:
Why did you want to partner with David Dobrik to create a snack brand?
David’s passion for new, exciting, and international snacks intrigued me greatly. We are only at the beginning of many new innovations for the category. David will bring awareness very rapidly across the globe for these exciting new items.
What has been most exciting so far about this journey?
Combining our experienced snack team with David’s media team has been very invigorating. The teams have melded together extremely well, which is creating amazing opportunities both domestically and internationally.
What is the biggest challenge with launching a creator snack brand?
Creating layers to the products and messaging that all consumers can relate to. The younger consumers create the energy and hype for our brand while the middle aged people do the purchasing. We need to be very mindful of this in all aspects of our business.
What is special about Wavers to you?
Wavers is transformational because it has all the qualities of some of the most popular snacks — crunchy, delicate, light, flavorful — while also having many healthy attributes like being gluten free, cooked in avocado oil, and offering 45 pieces per one ounce serving.
What is the goal for Wavers?
We have developed innovation that will introduce new snack base compositions, wild flavors, and new shapes. Global expansion is at the top of our list. Our international business is growing rapidly and we expect to be in more than 20 countries by the end of 2026. We are coming online with a snack facility in Europe in Q1 2026 to meet the anticipated demand.
Can you please tell our readers about your background?
The most recognizable brands and companies over the last 25 years on my resume include: Founder and CEO of Mamma Sez Biscotti (sold to Nonni’s), Co-Founder, Creator, and CEO of Veggie Straws (sold to Hain), President of Sheila G’s Brownie Brittle (sold to Second Nature Brands), Co-Founder and CEO of Snax-Sational Brands (Cookie & Candy Pop), Executive Director of Doughbrik’s Wavers Snacks.
In summary, in a high-profile move in 2025, Jerry Bello and co-founder Adam Cohen of Tastemaker Foods partnered with social media star David Dobrik and influencer Ilya Fedorovich to launch The Original Doughbrik’s Snacks, with Wavers as their pioneer and signature product.
The flagship product, “Wavers,” are wavy, crunchy snacks inspired by the flavors of Dobrik’s Los Angeles-based Doughbrik’s Pizza.
The snacks are described as a “good snacking” option, being trans fat-free, non-GMO, and made without artificial flavors or preservatives. They have launched nationally in US retailers like Albertsons and Safeway banners and globally in places like 7-Eleven Australia. Visit and purchase them online at www.eatdoughbriks.com and follow across social media @eatdoughbriks on instagram and tiktok.
