DEUX

Enhanced cookie dough suped-up with immunity, collagen, & protein

Company overview

Date Established:
2020
Description:
Enhanced cookie dough suped-up with immunity, collagen, & protein
Founder:
Founders:
Sabeena Ladha
,
Scout Brisson
,
Headquarters:
Los Angeles, CA, USA
Industry:
Food
Health
Social Media:
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DEUX
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about

DEUX is an enhanced cookie dough suped-up with immunity vitamins, collagen, and protein. Vegan, gluten-free and clean AF, DEUX was created for Gen X consumers who seek 'food as beauty' products to add to their skincare regime. Inspired by hearing the phrase, 'this is good... for a vegan or for a gluten-free or for a healthy, fill-in-the-blank', one two many times, DEUX believes you shouldn’t need to choose between taste and health. Co-Founded by two women with successful backgrounds in Venture Capital at McKinsey and Big CPG, Sabeena Ladha, a woman of color, and Scout Brisson are on a mission to make good-for-you actually taste good.

DEUX's debut line of functional dessert products, starting with three cookie dough "flavors x functions" (Immunity x Chocolate Chip, Collagen x Brownie Batter, and Protein x Peanut Butter cookie dough), will be available for purchase at Erewhon stores in LA and on e-commerce as early as mid-October. Shortly to follow, DEUX is expected to launch two insanely delicious holiday flavors before expanding into other parts of the grocery store (breakfast, frozen, etc.).

Taking a page out of the hypebeast fashion world, limited quantity of pre-launch DEUX "drops" are currently available on IG, with the last drop selling out in just about an hour.

founding story

DEUX was born by mashing up something “fun” - desserts - and “functional” - vitamins; perfectly melding the personal food experiences of Co-Founders, Scout and Sabeena. Though beverage brands quickly hopped on this train a few years ago with CBD and probiotics infusions, there are virtually no food companies “enhancing” food like DEUX will. Faux good-for-you high-protein bars is all that really exists today. 

While the unforeseen struggles of Covid-culture damaged several businesses and startups, it also accelerated others that were stagnant, struggling, or budding. It also lent itself to ideating, disrupting, and reinventing, which is exactly what happened with DEUX. The background is better explained through the founders' stories: 

Scout struggled with her relationship with food at a young age, fighting through an eating disorder and learning that nutrition and whole foods outweigh calories. She began plant-based baking and sharing her journey as a side hustle (she was a neuroscience major, McKinsey consultant, and Venture Capital Associate) and started experimenting with baked goods, as did the rest of the world, at the start of Covid. 

Sabeena started her career at a junk food company, focused on cleaning up the portfolios and launching “better-for-you” products. She eventually left food & beverage CPG, because her values didn’t align with the unhealthy, poor ingredient labels that came with that world. At the beginning of Covid, she was taking fistfulls of supplements - turmeric, immuno-c, probiotics, anything to serve as “insurance.” The bizarre part about taking supplements is not being able to get essential vitamins and nutrients from real food. Big CPG is so far behind in just removing things like trans fats and high fructose corn syrup to make packaged food better-for-you, let alone making products good-for-you. 

Bios

Sabeena Ladha
Founder

Sabeena started her career at a junk food company, focused on cleaning up the portfolios, launching “better-for-you” products, and shifting spend to digital media. She grew up in a small town on the Standard American Diet (SAD) eating Oreos for breakfast and Kraft Mac n Cheese for dinner, given her socio-economic background and super hard-working immigrant parents. She was self-taught about health & wellness in early adulthood, causing her to eventually leave food & beverage CPG, because her values didn’t align with the unhealthy, poor ingredient labels that came with that world.

She went to McKinsey and expanded her digital marketing & sales chops across several large consumer companies. Sabeena was always entrepreneurial in nature, so finally made the leap to Venture Capital a few years ago and founded & led the M13 Launchpad (incubator). There she launched 3 companies, 1 internally, and 2 with Procter & Gamble Ventures. Since then she has been consulting with start-up founders in the consumer space on growth / marketing. Her personal goal for DEUX is to make nutrition more approachable because no one should be excluded from wellness. 

Scout Brisson
Co-Founder

Scout struggled with her relationship with food at a young age, fighting through an eating disorder and learning that nutrition and whole foods outweight counting calories. Her love for sweets (and strong desire to avoid the crash after a 9am chocolate chip cookie) led her to plant-based baking. She shared her journey as a side hustle while she was a McKinsey consultant and then a Venture Capital Associate. Most recently, she deferred from Harvard Business School to launch DEUX and pursue her passion for foods that taste good AND make you feel good. With DEUX, Scout wants to spread the message that "all foods fit" as an opposition to diet culture and the food rules that come with it.

Products

Immunity Chocolate Chip
Classic gooey choco chip dough, packed with our proprietary immunity blend of Vitamin D, Zinc, Elderberry, Chaga, and Cordyceps (one 2oz serving has 25% of your daily value of immunity vitamins!)

Immunity Chocolate Chip

$
15.00
Description:
Classic gooey choco chip dough, packed with our proprietary immunity blend of Vitamin D, Zinc, Elderberry, Chaga, and Cordyceps (one 2oz serving has 25% of your daily value of immunity vitamins!)
Details:
One 2oz serving has 25% of your daily value of immunity vitamins (All Vegan, Gluten-Free, and Non-GMO) Oats, chocolate chips, maple syrup, filtered water, coconut sugar, cashews, almonds, flaxseed, baking soda, proprietary immunity blend, vanilla extract
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Protein Peanut Butter
Our most approachable function, with 8g of protein per serving, for peanut butter & Peloton lovers everywhere.

Protein Peanut Butter

$
15.00
Description:
Our most approachable function, with 8g of protein per serving, for peanut butter & Peloton lovers everywhere.
Details:
One 2oz serving has 8g protein (All Vegan, Gluten-Free, and Non-GMO) Peanuts, chocolate chips, maple syrup, oats, filtered water, coconut sugar, pea protein, flaxseed, baking soda, vanilla extract
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Collagen Brownie Batter

Talk about a 12-step beauty routine...vegan collagen to mimic "real" collagen (that we make ourselves) paired with double chocolate, made for skincare enthusiasts.

Collagen Brownie Batter

$
15.00
Description:

Talk about a 12-step beauty routine...vegan collagen to mimic "real" collagen (that we make ourselves) paired with double chocolate, made for skincare enthusiasts.

Details:
One 2oz serving has 2.5g of Vegan Collagen Boost. All Vegan, Gluten-Free, and Non-GMO. Ingredients: Almonds, chocolate chips, oats, maple syrup, filtered water, coconut sugar, cocoa powder, vegan collagen, flaxseed, baking soda, vanilla extract
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retailers

Erewhon Market

press releases

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testimonial

"Um I don’t know what vegan gods you called upon to make this but my body and soul thank you this is too good"
Camryn Frederickson
Influencer