The chef at Fox & Obel Market would occasionally offer a container of cookie dough in the refrigerator case, but never considered making it available for purchase regularly - that is, until Oprah's people called.

Oprah wanted to feature the bakery's oatmeal cookie dough on her show. Great news, except the company feared that trying to fulfill orders for a product they didn't normally sell - and would need to be kept cold during delivery - would create a logistical nightmare, Judith Mara, director of marketing, explained.

"We tried to convince her to do the cookies instead (of the dough) but she wasn't interested," Mara said.

So, within weeks Fox & Obel had to coordinate how to overnight all-natural oatmeal raisin cookie dough across the country, Mara explained.

"When the show aired, we thought things would go crazy but they never did."

And while it's hard to pinpoint why Fox & Obel didn't have the same kind of experience as Oprah's other picks, Mara believed "a lot of people were shocked at $50 for a can of cookie dough." (The company has since reduced the price to $39.99.)

But she said the company isn't disappointed with the results. "It exposed our web site to the world, it exposed our bakery and products - and the oatmeal raisin cookie dough is still the No. 1 seller," Mara said.