Behave, Disrupting The Candy Scene With A 1-Gram-Sugar Gummy
Courtesy of Behave.
Behave, a New York City based startup, is focused on disrupting the candy scene by creating ones that consumers can enjoy guilt-free. Launches in 2020, the company did a small friends and family round before its launch, the amount was undisclosed.
“Behave is a modern, low-sugar, low-net-carb candy brand helping you reclaim your cravings with its debut product -- gummy bears -- featuring only 1g sugar, 4g net carbs, 80 calories and 6g of protein. Bringing a culinary first approach, Behave is reinventing the candy experience with better-for-you, chef-crafted sweets, elevated flavors and all natural ingredients. It's rebelling against the notion that candy can’t be good for you!,” founder Mayssa Chehata describes the company.
We got a chance to talk to Mayssa, an Uber alumna, about the initial days of creating the company from scratch, what the competition is like, and what’s next for Behave.
Hi Gray: Let’s start off with, how did you get the idea to start Behave?
Mayssa Chehata: Being sort of a health-forward candy brand, people would think I was this only super healthy eater, and it’s actually kind of the complete opposite. What really got me into this project is that I was such a junk food lover and such a candy lover and have a sweet tooth. Growing up I ate really healthy at home and we really didn’t have a lot of candy in the house. My dad was diabetic and that …