brand

Overview

Date Established 06/2020
Founder Sabeena Ladha, Scout Brisson
Headquarters Los Angeles, CA, USA
Industries
Food, Beauty
Website https://www.eatdeux.com
Press Contact Sabeena Ladha
Social

Products

Calm x Ginger Doodle
Calm x Ginger Doodle $15.00
Collagen Brownie Batter
Collagen Brownie Batter $15.00
Immunity Chocolate Chip
Immunity Chocolate Chip $15.00
Protein Peanut Butter
Protein Peanut Butter $15.00

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

Founder Bio Image

Sabeena Ladha

Founder
see bio chevron

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. 

Founder Bio Image

Scout Brisson

Co-Founder
see bio chevron

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.

Press

NOSH Deux Foods Launches Functional Plant-Based Cookie Dough Line DEUX Deux Foods officially launches DEUX, a line of functional, plant-based cookie doughs enhanced with immunity boosting vitamins, collagen, and protein.
Snack Food & Wholesale Bakery Deux launches line of functional plant-based cookie doughs Deux Foods recently launched DEUX, a line of functional, plant-based cookie doughs enhanced with immunity boosting vitamins, collagen, and protein. Co-founded by two women-of-color with successful backgrounds in Venture Capital at McKinsey and Big CPG, Sabeena Ladha and Scout Brisson are on a mission to make good-for-you actually taste good.
The Zoe Report Gift Ideas For Foodies That Are Equal Parts Unique & Delicious Edible cookie dough is all the rage, but healthy edible cookie dough? Cutting edge. DEUX's functional cookie dough blends are made with superfoods and adaptogenic ingredients to fulfill cravings and give a healthy boost.
VegNews THIS NEW VEGAN COOKIE DOUGH IS ENHANCED WITH IMMUNITY BOOSTING NUTRIENTS DEUX, a line of cookie dough that you can bake or eat straight from the jar, is enhanced with vitamins, protein, and vegan collagen and comes in chocolate chip, brownie batter, and peanut butter flavors.
Bakery and Snacks Trendsetters and the Top 6 Trends that will shape the snacks scene in 2021 Targeted at Gen X consumers who seek 'food as beauty' products to add to their skincare regime, the Deux line includes three gluten-free vegan variants, each targeting a specific function through the use of impactful ingredients, created with the guidance of a naturopathic doctor.

Testimonials

start quotation marks "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" end quotation marks
Camryn Frederickson Influencer