Future Commerce

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

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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!


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        Future CommerceBy Phillip Jackson, Brian Lange
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