Why DEUX’s Founder Believes Your Need To Learn The Rules Before You Break Them

DEUX has the lofty goal to offer a healthier alternative to iconic food brands like Nestle.  I sat down with Sabeena Ladha, founder of DEUX, a better-for-you snack brand of edible cookie dough,donut holes and dessert spreads, to share her journey from extensive experience in big CPG, McKinsey, and venture capital to disrupting the consumer category.  We discussed her strategic approach to product innovation, marketing, and navigating various retail channels that has shaken up the refrigerated baked goods section in grocery stores.