DEUX, makes vegan, gluten-free, non-GMO, nutrient-enriched cookie dough that you can consume raw or cooked. They use their website to tell their founding story, celebrate their larger than life flavors, and use UGC and reviews to build credibility for the brand.

To connect customers with the founder, DEUX uses videos from the founder to help guide users through the brand’s story and site. The videos, powered by Tolstoy, greet users in the bottom right corner when they first land, and provide questions that users can interact with to find content curated for them.

DEUX continues this story on the Why We DEUX it page, which outlines what the company believes in and the benefits of the product's enriched nutrients in the body. To build credibility with customers and confirm why nutrient-enriched food is the future of food, DEUX notes that they “partner with a naturopathic doctor to determine the most impactful ingredients for each of the products.” The ‘hype functions’ they focus on are immune support, collagen support, stress relief, and mood boosting. 

DEUX uses simple but impactful graphics to highlight what’s inside of their cookies and more importantly what is not. They highlight value props such as their low sugar and carb ingredients and provide a helpful comparison for customers through a comparison chart of how their product stacks up to the competition.

They use social proof through both reviews and UGC to build credibility with customers. They highlight celebrities and influencers to show how beloved their products are.

DEUX color-themed product detail pages bring that unique flavor to life and compliment the product’s packaging. In the PDP product carousel, they showcase the product in the jar, out of the jar, and the ingredients so customers can see everything they need to know before purchasing. 

DEUX spotlights their healthy ingredients through images to show how healthy their cookie dough really is. For their chocolate chip cookies, they enrich them with Zinc, elderberry, and cashews which support their customer’s immune systems.

DEUX uses product descriptions on their product detail page to describe the taste and feeling of the product to entice someone to click and buy. Cookie dough is usually not consumed raw, so the company spends the time to educate customers about how this cookie dough is safe for consumption as there are no eggs in it because it’s vegan.