A new bakery in NYC is breaking all records. Since opening in January people have waited up to three hours to get to the front of the queue. The craze is not for a new style of cronut, the deep-fried cream-filled creation of Dominique Ansel, or for the divorce themed cupcakes of Sweet Revenge, this sweet shop has a totally different attraction. Served in cones and cups or blended in milkshakes, choices like Fluffernutter, Gimme S’More and Peanut Butter Snickerdoodle could be classic American ice cream, but instead they are flavours of cookie dough, raw cookie dough.

For the salmonella sensitive, please be assured that the eggs in DO’s recipes are pasturized and the flour heat treated. All 1,200 pounds made every day. The owner herself was apparently in a coma for weeks after a bad reaction to antibiotics, so one imagines the health angle is well covered. So that just leaves the eating. There was no queue when I visited last weekend, which might mean the craze for Do is done, or it could just be that too much dough can do you in…