Where Is Deux From Shark Tank Today?

Sabeena Ladha gets that when it comes to sweets, you don't have to sacrifice flavor for nutrition, and so she invented Deux (pronounced "dough"). Deux, as marketed, is good-for-you cookie dough. The company's mission? "To create treats you want, with the ingredients you deserve." It's cookie dough, but it's vegan, gluten-free, low-sugar, and enhanced with ingredients like zinc, aloe vera, ginseng, elderberry, and vitamin B-12.

In November 2021, Ladha appeared on "Shark Tank" looking for $300,000 in exchange for 10% of her company. The Sharks were impressed with her; Robert Herjavec called her "probably one of the most impressive entrepreneurs that's stood on that carpet" in his 13 years of doing the show, but said he doesn't have a sweet tooth. Nirav Tolia echoed that sentiment about not being interested in sweets, preferring internet businesses. Kevin O'Leary also claimed to stay away from sugary foods. Mark Cuban complained that the product had too many calories, and Lori Greiner thought it needed to be healthier and, as such, missed the mark.

All of the Sharks were out, but then Herjavec spoke up to say that he was so impressed with Ladha that even though he's doesn't know from sweets, he'd agree to her price for 15%, upping the ante. But after Ladha tried to counter one too many times, he rescinded his offer. Although she left without a deal, Deux is, well, raking in the dough.

Turns out, Deux hasn't missed the mark, regardless of what Lori Greiner thought. Sabeena Ladha apparently blew her 2021 sales projections of $1.2 million out of the water with reported revenue of $1.8 million. By the end of 2022, Ladha was projecting $5.1 million in sales. The products can now be found in 1,153 stores across the U.S. Deux may have started in Erewhon and The Fresh Market, but today the cookie dough can be found in chains such as Target, Walmart, and Hy-Vee as well as independent stores across the country.

The brand has expanded from offering seven kinds of cookie dough — Gingerbread, Sugar and Spice, Pumpkin Spice, Chocolate Chip, Brownie Batter, Birthday Cake, and Peanut Butter — to adding flavors like Matcha, Cookies and Cream, S'mores, Cinnamon Roll, Space Brownie, and Sugar Cookie, with limited edition flavor drops each month. The company has also branched out into dessert spreads like chocolate-hazelnut and speculoos, as well as donut holes. With a landed cost of $3.70 as Ladha reported in her debut on "Shark Tank" and a retail price of $16, the Sharks may not be eating a lot of sweets, but they sure are eating their words.

Though it's not health food, necessarily, Deux is an interesting way to increase your vitamin consumption and feel better about the dessert you were going to eat anyway. Sabeena Ladha reported to the Sharks that a jar of brownie batter has as much vitamin C as five oranges. According to the brand's website, Deux is made with oats, nut butter, vanilla, maple syrup, coconut sugar, water, and flaxseed — and then made "functional" with amino acids, vitamins, pea protein, mushrooms, and extra flavor enhancers like vegan chocolate chips. Because it's vegan and gluten-free, the dough can be eaten raw or baked into cookies. Although Ladha invented Deux to take the place of the "fistfuls of supplements" she started taking in the 2020 pandemic era, the website is careful to say that the jars of enhanced desserts are not meant to replace any supplements you're currently taking.

If you're interested in finding Deux near you, check the online store locator (the company seems to be adding new locations consistently). The products are also offered direct-to-consumer; with the subscription option, you can become a Deux member and get exclusive access to new flavors, members-only discounts, and "birthday perks." If you want to stock up, Deux lasts for up to eight months in the freezer.