Siobhan Lonergan and Sabeena Ladha walked into the tank with high energy, pink packaging, and a product that promised the impossible: healthy cookie dough. It’s a tough sell. Most "healthy" versions of junk food taste like cardboard or leave a weird film on the roof of your mouth. But DEUX was different. They were pitching a functional, plant-based cookie dough enhanced with vitamins and supplements like aloe vera, vitamin C, and elderberry. Honestly, it sounded like a fever dream for the wellness-obsessed Gen Z crowd.
The DEUX Shark Tank Pitch That Got Intense
When Sabeena Ladha appeared on Season 13, Episode 7, she wasn't just looking for cash. She wanted a partner who understood the lightning-fast world of direct-to-consumer (DTC) branding and retail expansion. She asked for $300,000 in exchange for 10% of the company. That’s a $3 million valuation for a company that was relatively young, though they already had impressive traction.
The Sharks were skeptical. They always are when it comes to "functional" foods. Robert Herjavec liked the taste—which is a huge hurdle—but he struggled with the "functional" aspect. Why put vitamins in cookie dough? Sabeena’s logic was simple: people are already eating the dough, so why not make it work for them?
It’s a polarizing concept.
Kevin O’Leary, true to form, went straight for the throat on the numbers and the crowded category. He offered $300,000 but wanted a massive 15% stake plus a royalty of $1.00 per jar until he made his money back. That’s a "Shark" deal if there ever was one. It would have choked the company's cash flow during a critical growth phase. Sabeena didn't blink. She knew her worth. She countered, he refused to budge on the royalty, and eventually, she walked away.
No deal.
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What Happened After the Cameras Stopped Rolling?
Most people think leaving the Tank without a deal is a death sentence. For DEUX, it was a launchpad. The "Shark Tank Effect" is real, regardless of whether you shake hands with Mark Cuban or walk out alone. The exposure alone drove massive traffic to their site.
But let's be real: a spike in web traffic doesn't build a lasting brand. Execution does.
Since the episode aired, DEUX has absolutely exploded. They didn't need Kevin O'Leary's royalty-heavy investment. Instead, they leaned into a "drops" model, similar to how streetwear brands like Supreme operate. They release limited-edition flavors—think Space Brownie or Birthday Cake—that create a sense of urgency. It’s brilliant. It turns a boring grocery item into an event.
They also realized that while the "functional" (vitamins) part was their initial hook, the "better-for-you" and "vegan/gluten-free" aspects were the real volume drivers. They moved beyond just being a supplement-infused snack and became a lifestyle brand. You’ve probably seen them on Instagram or TikTok; their aesthetic is very "cool girl," all bright colors and bold fonts.
Retail Growth and the Pivot to Donuts
If you walk into a Target or a Whole Foods today, there’s a good chance you’ll see those pink jars. Getting into retail is a nightmare for most startups. You have to deal with slotting fees, spoilage, and the brutal reality of shelf space competition. DEUX managed to scale from a handful of stores to over 1,200 locations relatively quickly.
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Then came the donuts.
In late 2023, they launched "Donut Holes." These aren't your typical Dunkin' variety. They’re baked, gluten-free, and vegan. This move was a strategic play to own the "better-for-you" snack aisle, not just the refrigerated dough section. By diversifying their product line, they reduced the risk of being a one-hit-wonder. They also secured significant venture capital funding outside of the show, proving that the Sharks' valuation concerns were, perhaps, a bit dated.
The Reality of Functional Foods in 2026
The market is crowded now. Everyone is putting collagen in coffee or probiotics in soda. DEUX succeeded because they prioritized taste over the "health" label. If it doesn't taste like a treat, nobody buys it twice. Sabeena has been very vocal about the fact that they are a "flavor-first" company.
There's also the transparency factor. Some critics argue that the amount of vitamins in a serving of cookie dough is negligible. They're not wrong. You shouldn't be getting your daily allowance of Vitamin C from a jar of chocolate chip dough. But as a consumer psychology play? It works. It removes the "guilt" associated with snacking.
Why Walking Away Was the Right Move
Looking back at the DEUX Shark Tank episode, Sabeena’s decision to decline O’Leary’s offer looks like a masterstroke. A $1.00 royalty per jar is a massive burden for a CPG (Consumer Packaged Goods) company. Margins in food are already razor-thin once you account for shipping, manufacturing, and retail cuts.
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If she had taken that deal, DEUX might not have had the capital to:
- Invest in the massive R&D required for the donut line.
- Pay for high-tier influencer marketing campaigns.
- Scale their manufacturing to meet the demands of big-box retailers.
Sometimes the best deal you make is the one you walk away from. Sabeena’s confidence in her brand’s "stickiness" was validated by the market. They've since hit multi-million dollar revenue milestones that far exceed what the Sharks predicted.
Actionable Takeaways for Founders and Fans
If you're looking at DEUX as a case study for business or just wondering if the dough is worth the hype, here is the ground truth:
- Know Your "Walk-Away" Number: Sabeena knew a royalty would kill her margins. Never be so desperate for a "win" on TV that you sabotage your long-term viability.
- Aesthetics Matter in the Social Media Era: DEUX didn't just sell dough; they sold a "vibe." Their packaging is designed to be photographed. If your product is "ugly," it better be revolutionary.
- The "Drop" Model Works for Food: Creating scarcity through limited flavors keeps your core audience engaged and coming back to your website, which has much higher margins than retail stores.
- Taste is King: You can have the healthiest product in the world, but if it tastes like sawdust, you won't get repeat customers. Always iterate on the recipe until it’s genuinely crave-able.
- Check the Label: If you’re buying DEUX for the "functional" benefits, treat them as a bonus, not a replacement for a balanced diet. Enjoy it because it’s a damn good vegan cookie.
The story of DEUX isn't about a failed pitch. It's about a brand that used a "no" from the Sharks to fuel a "yes" from the national market. They proved that you don't need a Shark to swim in the deep end of the retail world.