|Founder||Sabeena Ladha, Scout Brisson|
|Headquarters||Los Angeles, CA, USA|
|Press Contact||Sabeena Ladha|
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.
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.