Deuxo

About Deuxo

DEUX operates in the consumer packaged goods sector, offering a range of "better-for-you" snacks. The company was established in 2020 by Sabeena Ladha, who drew upon her extensive background in the CPG and wellness industries with major brands like PepsiCo and McKinsey & Company. Ladha's personal history, growing up around her immigrant father's convenience store, fostered a love for classic American snacks, which she later aimed to reinvent with a focus on health and nutrition.

The company's business model began as a direct-to-consumer (DTC) operation, which it still utilizes for data collection and launching collaborations, but has strategically pivoted to prioritize retail as its primary channel for scaling. Revenue is generated from the sale of its products through its website and an expanding network of retail partners, including major chains like Target, Whole Foods, and Sprouts. As of June 2022, DEUX's revenue stream was approximately 80% DTC and 20% retail, a mix that was expected to shift significantly with its retail expansion. The company reported $1 million in revenue in 2021 and was projected to reach $5 million the following year. By January 2024, DEUX had fundraised a total of $6 million.

DEUX's product line centers on vegan and gluten-free cookie doughs, dessert spreads, and donut holes that can be eaten raw or baked. The core ingredients typically include oats, nut butter, maple syrup, and coconut sugar. A key differentiator is the enhancement of its products with functional ingredients and supplements such as vitamins, adaptogens like ashwagandha, L-theanine, and reishi mushrooms, aiming to offer benefits like mood support, stress relief, and energy boosts. Despite an appearance on Shark Tank in 2021 that did not result in a deal, the exposure significantly boosted sales and led to a successful $1 million seed funding round shortly after.