"Low-Cost Indulgence" feat. Mayssa Chehata, Founder and CEO at BEHAVE Candy

What is BEHAVE? BEHAVE makes candy that is better for you: low sugar, natural ingredients, no artificial ingredients, and good taste. Currently, BEHAVE offers two options of gummies, sweet and sour. BEHAVE started from a lack of alternative options in the candy department, which typically had people giving up candy altogether. Originally, BEHAVE planned to be a mix of DTC and retail. Due to COVID, they’re now only doing DTC. BEHAVE thrived throughout COVID by surrounding themselves with the right investors, partners, vendors, and employees. Where is BEHAVE headed? Self-awareness is a cornerstone of how we should operate, both as individuals and businesses. BEHAVE is engaging in their own self-awareness by seeing the current market and making decisions accordingly. BEHAVE is recognizing the shift in the market towards comfort items and online shopping Eventually, BEHAVE plans to get into retail. BEHAVE is doing things differently - marketing towards adults instead of children. This effectively is bringing consumers back to the category of candy who have previously abandoned it. When there is a product category that customers have abandoned, it is an opportunity to recapture customers. LINKS Check out BEHAVE’s website or Instagram. Crunchbase listing for BEHAVE Have any questions or comments about the show? You can reach out to us at [email protected] or any of our social channels, we love hearing from our listeners! Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.