Newsletter 52: No Tricks, Just Treats💸
HEY CONVERSION QUEENS 💸👑
Have you ever wondered how a candy brand could make indulgence guilt-free?
This week, we’re looking at a company that saw an opportunity to create a better-for-you candy alternative without sacrificing taste. By focusing on clean ingredients, low sugar, and a fun, modern brand identity, they’ve shaken up the candy aisle and attracted a health-conscious audience. Let’s break it down!
SIS, LET’S CATCH A CASE
TREATS WITHOUT TRICKS
In 2020, Mayssa Chehata founded BEHAVE, a low-sugar, clean-label candy brand, driven by her personal struggle to find healthier alternatives to traditional sweets. Collaborating with renowned chef Elizabeth Falkner, Chehata developed gummy candies that are low in sugar, free from artificial ingredients, and available in unique flavors like lychee, passionfruit, and raspberry.
BEHAVE targets health-conscious consumers seeking guilt-free indulgence. The brand engages this audience through direct-to-consumer sales, bold minimalist packaging, and a strong online presence. By emphasizing its products' low sugar content and natural ingredients, BEHAVE appeals to those looking for better-for-you snack options.
In a saturated candy market, BEHAVE differentiates itself by addressing the demand for healthier treats without compromising taste. By focusing on product innovation, strategic branding, and direct consumer engagement, BEHAVE has carved out a niche, offering a modern alternative to traditional confections.
POSITION YOUR BRAND TO WIN
1. 💸👑 Innovative Product Development: Collaborating with culinary experts can lead to unique, health-conscious products that stand out in the market.
2. 💸👑 Direct-to-Consumer Model: Launching online allows for direct engagement with customers, facilitating feedback collection and community building.
3.💸👑 Distinctive Branding: Utilizing bold, minimalist packaging and clear messaging can attract target consumers and convey brand values effectively.
BRANDS THAT MADE OUR SH/T LIST
NIKE'S A'JA WILSON ADS ARE AN ODE TO GIRLHOOD AND COMMUNITY
The campaign, created by agency Wieden+Kennedy Portland, promotes Wilson’s first signature shoe drop, the Nike A’One, which went on sale yesterday (May 6) and reportedly sold out in less than five minutes after release.
RIHANNA'S FENTY SIGNS FIRST WNBA TEAM DEAL WITH NEW YORK LIBERTY
The beauty brand will incorporate mascot Ellie and logos onto gear.
THE $60M BRAND LEADING ORAL CARE'S WELLNESS WAVE
Asked about whether Lumineux is the brand that’s going to lead the oral wellness movement, co-founder and dentist Kourosh Maddahi says, “We are not going to be that brand. We are that brand.”
1. 💸👑The HuCapital Catalyst Grant offers a $1,500 microgrant to early-stage U.S.-based founders building innovative, product-driven, or community-focused businesses. Applications close May 16, 2025, with winners announced by June 30. Apply here!
2. 💸👑The Fund Her Future Grant by H&R Block offers $100,000 in funding to women-owned U.S. businesses—one $50,000 grant and five $10,000 grants—plus a year of free business services from Block Advisors. Applications are open until May 30, 2025. Apply here!
3. 💸👑 The Galaxy Grant: Hidden Star offers $1,500 grants to women and minority entrepreneurs to support their businesses. To qualify, applicants must be women or minority business owners at any stage of business. Winners gain access to additional resources through the Galaxy of Stars community. Apply here!
INVEST IN YOUR BRAND, SIS
Thanks for reading, Queen.
