LOS ANGELES— Deux Foods officially launches DEUX, a line of functional, plant-based cookie doughs enhanced with immunity boosting vitamins, collagen, and protein. Founded by two former venture capital women, DEUX aims to provide consumers with a healthy, vegan, alternative to traditional cookie dough. Prior to their official launch today, DEUX launched limited quantity “drops” on Instagram in August and September, which sold out in hours.
“With the uncertain times that we’re living in now, people are craving comfort and health, and often those are at odds. We launched DEUX to not only fill a gap in the market, but to also bring joy & delight to consumers in a healthful way” said Scout Brisson, co-founder of DEUX.
The business concept for DEUX was formed at the beginning of the COVID outbreak in the U.S., when both Founders were baking up a storm at home and taking fistfuls of immunity supplements. They realized that packaged food is well behind the canned beverage category, which has been innovating with vitamins and supplements so you can get more from your drink. They also took note that there are limited brands that truly connect with and speak to the Gen Z consumer who expects more out of their products than previous generations. “Big CPG brands are still trying to remove the ‘bad’ ingredients from their products, let alone thinking about how to cater to the next wave of consumers, who prioritize good-for-you ingredients as well as brands that stand for something real,” said Sabeena Ladha, co-founder of DEUX and alum of PepsiCo.
DEUX launches with three gluten-free, vegan flavors, each paired with a specific function and using the most impactful ingredients they could find, with the guidance of a naturopathic doctor. The classic Chocolate Chip cookie dough is packed with a blend of immunity vitamins – vitamin D, zinc, elderberry, chaga mushrooms, and cordyceps. Collagen Brownie Batter is made with a proprietary vegan collagen blend that mimics the effects of bovine and marine collagen – composed of hyaluronic acid, amino acids, and vitamin C. Finally, Protein Peanut Butter is made of pea protein, a plant-based protein more brands are starting to use as an alternative to whey protein. Because the products are vegan, consumers can eat the dough straight from the jar or bake into cookies.
DEUX plans to expand to other parts of the grocery store – breakfast, refrigerated meals, and mixes in the future. “Taste is at the forefront of DEUX products, along with clean ingredients that consumers can feel good about, and a dose of activism and social responsibility, which are in our team’s DNA,” said Brisson.
DEUX cookie doughs can now be purchased on www.eatdeux.com for $15 per 12 oz jar.
DEUX is a functional foods brand that believes good-for-you should taste good. The products are all vegan, gluten-free, made with clean ingredients, and added boosts of essential vitamins and supplements. DEUX cookie doughs will be sold direct-to-consumer nationally, in Erewhon stores in Los Angeles, and via on-demand delivery apps on the east coast starting in October, taking an omnichannel approach to reaching consumers.
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