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

Future Commerce
Future Commerce
Episode • Sep 4, 2020 • 44m

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.

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