BEHAVE

This week, we launched the new BEHAVE. I wanted to share a bit about this journey. 3 years ago we launched BEHAVE - low-sugar, clean-label candy - on a mission to make candy that is too good to be true. Over the last 3 years, we have collected a ton of feedback from customers via surveys, interviews, and in-person demos. We heard a few things loud and clear: - They want less monkfruit / sweetener after taste, more flavor - They want a lower price point - They want fun, creative flavors coupled with more candy classics - They want to see our gummies on pack so they know what they're buying when they find us in-store We took all of this feedback and set out to massively improve our formula, find cost savings that we can pass onto our customers and wholesale partners, rework our flavor and product mix, and update our packaging and design. Our team has been extremely hard at work, and what we came up with is the new product line we launched this week. Here’s what won’t change: - Mouth-wateringly delicious candy - A clean ingredient deck free from artificial sweeteners and sugar alcohols - Less than 3g of sugar and less than 7g net carbs in an entire bag - No blood sugar spikes, making us still the only diabetic, PCOS, and metabollic-health friendly clean label candy on the market - Products and flavors developed by world-class chef Elizabeth Falkner, now working in partnership with a PhD confectionary food scientist I have learned so much on this journey. About business, CPG and food, and maybe most importantly about myself. And my biggest takeaway in all of it is that the only thing that matters at the end of the day are: 1. Your People. Your team , customers, partners. A special shout out to my business partner and COO, Emily Gu, without whom this relaunch simply would not have happened. 2. Yourself. Taking care of your physical and mental health and actually having fun and enjoying the ride I can't say what this next chapter holds for BEHAVE, but I have some ideas and dreams for what it could look like, and I'm beyond excited to see how it unfolds. And most importantly, for the world to indulge in our new creations and enjoy candy again. Check us out at www.eatbehave.com