Vol. 127 - NO. 39

Blog Startup CPG

SINCE 2019

Startup CPG Newswire:
Busy Philipps Takes on a Sweet Role as New Investor for BEHAVE Candy


NEW YORK, NY (2024)

On June 11, Busy Philipps announced her latest venture, not on screen, but in the candy aisles, as the new Investor and Advisor for the better-for-you candy brand, BEHAVE.

This isn’t just another celebrity endorsement. With equity in the company—a first-of-its-kind partnership for Busy—she is weaving her entrepreneurial spirit and vibrant personality into the core of BEHAVE’s operations, spanning content creation to product development and beyond.

BEHAVE is a proud female-led company that speaks openly and honestly about the impact of sugar on our food system. In an industry traditionally dominated by men and resistant to change, this collaboration celebrates bold stances, unique personalities and challenges to the status quo.

Founder Mayssa Chehata sees Busy’s fearless spirit as a perfect match to her belief that no one should have to live—or eat—a certain way. The partnership extends beyond the candy aisle; it’s about setting a precedent for how brands can and should operate—with an unwavering commitment to authenticity and empowerment.

About Behave

Mayssa Chehata is the founder of BEHAVE Candy. BEHAVE is the first low-sugar, clean-label candy that doesn’t spike blood sugar. It was her love of sweets and her father’s diabetes that inspired Mayssa to create a better candy option. BEHAVE partners with chefs and food scientists to create candy that tastes too good to be true, in order to reduce the amount of sugar in the food system.

Mayssa previously held brand partnership and marketing roles at the NFL, Uber, Daily Harvest, and SoulCycle. She moonlights as a DJ.

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