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DEUX, whose good-for-you cookie dough is sprinkled with functional ingredients like Vitamin C, collagen, zinc, and elderberry, has made quite a splash in its first year. Not only has the brand been spotted in the fridges of some of the internet’s elite (hello Paris Hilton), it also graduated from Target’s accelerator program, raised its first round of funding, and expects to hit $1MM in revenue by the end of its first official year.
DEUX got its start as a pandemic side project by Sabeena Ladha, who has a background in venture capital and working with CPG brands. She started selling her good-for-you cookie dough featuring functional ingredients via Instagram in August of 2020 but didn’t officially launch until October 12. DEUX chose to drop its Birthday Cake flavor a few months ahead of its official first birthday as a nod to its scrappy and bootstrapped beginnings. Oh -- and to appease its feisty following who have been begging for the flavor since day one.
Birthday Cake is truly a party in your mouth. Made with oat flour, cashew butter, flaxseed, almond extract, sprinkles and maca root (which supports brain function), Birthday Cake tastes like the sweet treats of your childhood -- but leaves you feeling much, much better. If you have a single lick of willpower, roll the dough into balls and bake them in the oven for an ooey gooey cookie. Or, if you’re normal, devour heaping scoops of it straight from the tub -- it’s completely vegan (no raw eggs here), and gluten free.
Superfan waiting to know what’s next? Sabeena gave TQE the inside scoop: “Fall/Winter is cookie szn, and we will launch 2 holiday flavors in fun packaging over the next couple of months. Think sweet, spicy, and a little basic.” Do we hear Pumpkin Spice? I guess we’ll have to wait and see…