BEHAVE - Low-Sugar Candy that Actually Tastes Like Candy

The Story of a Brand

Ramon Vela

Business, Entrepreneurship

5 • 145 Ratings

🗓️ 16 November 2020

⏱️ 35 minutes

🔗️ Recording | iTunes | RSS

🧾️ Download transcript

Summary

In the second part of this Feature, we continue interviewing Mayssa Chehata, Founder of BEHAVE. She starts off the episode by discussing the process of finding the right ingredients.

She realized her cooking abilities wouldn’t allow her to do the R&D required, so she interviewed several food scientists and formulators. From there, she decided that she needed to bring a pastry chef onto the team.

Together, they perfected the formula with clean ingredients.

Mayssa talks a lot about how her business operates. She discusses the distribution strategy and the selling format. She mentions that after the pandemic goes away, she plans on going into airports, movie theaters, and sports arenas. She is making the best of this situation and still allowing her company to grow.

In part 2, we hear how the recipe took shape, the business side of things, and her decision to launch direct-to-consumer.

Join us while Ramon Vela interviews Mayssa and listen to her share the inside story.

For more on BEHAVE, visit: https://www.eatbehave.com/

Klaviyo - https://www.klaviyo.com/
Retention Science - RetentionScience.com/SOB

Transcript

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0:00.0	Recorded at Retention Science Studios, this is not your average entrepreneur or e-commerce podcast, and he's not your average host.
0:14.3	This is The Story of a Brand with your host, Ramon Vela.
0:21.0	The point here was not just to make a product that had three grams of sugar, right?
0:25.4	If that was the point, I probably could have hacked it.
0:28.3	I probably could have figured it out.
0:31.1	The point was to make something that had, you know,
0:34.3	significantly reduced sugar, significantly reduced calories, low net carb,
0:39.2	but that still tasted amazing, right? I think that's where a lot of health products go wrong,
0:44.4	is that you think that, is that we think that just if we've improved the nutritional macros
0:50.3	by 90% or even 99% that customers are going to give us a ton of leeway on taste.
0:57.0	And that might be true in some categories, right? I think, you know, maybe in some,
1:02.0	like, protein heavy categories where people, you know, they really need that protein, so they'll
1:07.0	really compromise on taste. I just felt that in candy, that's just not gonna be the case, right?
1:12.9	People are not gonna compromise on their,
1:15.3	that indulgence, that sweet treat that they're looking for,
1:19.1	not just for some physical benefit,
1:23.2	but there's an emotional benefit, right?
1:24.9	When you get that sweet candy that you love, so I felt really strongly that it had to taste good.
1:34.0	Biggest Q4 we've seen for e-commerce.
1:37.2	By now, everyone should be thinking about Q4.
1:40.0	It's the biggest topic of the year.
1:42.3	And Mute 6 can make sure you're prepared.
	...

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