Vegan startup Deux Foods recently launched DEUX, a line of plant-based cookie dough enhanced with immunity boosting vitamins, vegan collagen, and protein. Founded by two women of color with backgrounds in venture capital, Sabeena Ladha and Scout Brisson, DEUX launched with three gluten-free vegan flavors: Immunity Chocolate Chip Cookie Dough, featuring a blend of vitamin D, zinc, elderberry, chaga mushrooms, and cordyceps; Collagen Brownie Batter, made with a proprietary vegan collagen blend that mimics effects of bovine and marine collagen, composed of hyaluronic acid, amino acids, and vitamin C; and Protein Peanut Butter, which is made with pea protein.
The business idea was conceptualized at the beginning of the COVID-19 outbreak in the United States, when Ladha and Brisson were baking at home and taking immunity supplements. They realized that packaged food is well behind the canned beverage category, which has been innovating by introducing vitamins and supplements to create functional beverages. “People are craving comfort and health right now, and often those are at odds,” Ladha said. “We are also in a very emotional, uncertain time, politically and socially, and while we launched DEUX to fill a gap in the market, we also want to just delight and bring joy to consumers in a healthful way.”
DEUX cookie dough is sold through its website and ships nationwide, is available in Erewhon stores in Los Angeles, and through delivery apps on the east coast. DEUX plans to soon expand with other products in the breakfast, refrigerated meals, and mixes categories.