mayssa chehata & behave

mayssa chehata & behave

From Tech to Healthier Treats

we're creating space for the brains behind the brands we love, and asking good questions along the way. the result is a deep dive into the how and why of brand-building, from blueprints to launch day, customers as community and the detours in between. big lessons, easy listening.

In this episode of Read Receipt, we are excited to welcome Mayssa Chehata, the founder of Behave, a low-sugar, all-natural candy brand. With a diverse background spanning roles at the NFL, Uber, Daily Harvest, and SoulCycle, Mayssa ventured into the CPG world to fulfill her passion for creating healthier candy options. Inspired by her own love for sweets and a desire to find healthier alternatives, Mayssa founded Behave to provide delicious candy with less sugar and no artificial ingredients. Join us as Mayssa shares her journey from tech to food startups, the challenges of launching Behave, and the vision behind her innovative brand.

Tune in to discover how Mayssa transformed her passion for better candy into a successful business that is capturing attention and recognition in the CPG world.

Sit back, relax, and enjoy the conversation!

the Show Notes


Mayssa Chehata, founder of Behave, shares her inspiring journey from tech and food startups to creating a low-sugar, all-natural candy brand. Behave offers delicious candy with less sugar and no artificial ingredients, aimed at providing healthier options for sweet lovers. Mayssa discusses the evolution of Behave, the importance of creating better candy alternatives, and the challenges of building a brand in the competitive CPG market. The conversation explores her entrepreneurial experiences, the development of Behave's products, and her vision for the future.


low-sugar candy, entrepreneurship, brand building, healthier sweets, Behave, Mayssa Chehata


  1. Mayssa Chehata’s journey from tech and food startups to founding Behave is driven by a passion for creating healthier candy options.
  2. Behave focuses on providing delicious, low-sugar, all-natural candy that promotes overall well-being and enjoyment.
  3. Building a brand involves understanding market needs, listening to customer feedback, and maintaining a clear vision.
  4. The COVID-19 pandemic presented unique challenges but also opportunities for brands like Behave to adapt and thrive.
  5. Mayssa’s dedication to innovative candy formulations and healthier options drives the success of Behave.

Sound Bites:

  • "Behave started as a way to create low-sugar, all-natural candy that combines great taste with healthier ingredients."
  • "Our goal is to provide delicious, healthier candy that people can trust and enjoy."
  • "Building a brand requires understanding market needs and staying true to your vision."
  • "The COVID-19 pandemic highlighted the importance of adaptability and innovation in business."
  • "Behave is about providing delicious, guilt-free candy solutions that people can trust and feel confident using."


00:00 - Mayssa’s Background and Journey-
Mayssa introduces herself and shares her journey from tech and food startups to founding Behave.

08:01 - The Inspiration Behind Behave-
Mayssa discusses the personal and professional experiences that inspired her to create Behave and the early days of the brand.

12:30 - Transitioning from Tech to CPG Entrepreneurship-
Mayssa explains her transition from tech and food startups to starting a candy brand and the lessons learned.

23:17 - The Importance of Low-Sugar and All-Natural Ingredients-
The conversation delves into how Behave emphasizes low-sugar and all-natural ingredients in its products.

25:30 - Challenges and Opportunities During the Pandemic-
Mayssa talks about the challenges of pivoting during the COVID-19 pandemic and the opportunities it presented.

27:26 - Commitment to Quality and Innovation-
Mayssa highlights Behave’s dedication to creating high-quality, delicious candy.

31:23 - Building a Strong Brand Identity-
The discussion explores the importance of a strong brand identity and connecting with consumers authentically.

36:02 - The Vision for Behave-
Mayssa shares her vision for the future of Behave and her goals for the brand.

47:37 - Patience and Persistence in Entrepreneurship-
Mayssa emphasizes the need for patience and persistence in achieving long-term success.

51:43 - Final Thoughts and Insights-
Mayssa wraps up the conversation with final thoughts and valuable insights for aspiring entrepreneurs.

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