Signal trace · snack (candy)
Behave
Every press hit, ad, BSR data point, Instagram metric, and Claude thesis the pipeline used to score Behave. Click any signal to inspect the source.
At a glance
Founded
2020
HQ
—
Total raised
—
Last round
Angel
Founders
Mayssa Chehata · Founder & CEO,Emily Gu · Co-founder & COO
Retailers
TargetAmazon
Instagram
TikTok
Rhymes with
SmartSweets
Direct rhyme: female-founded, low-sugar better-for-you gummy candy targeting the same 'guilt-free sweet tooth' consumer — SmartSweets is the exit comp (acquired by TPG/Hershey) and the strategic ceiling.
Jeff's verdict
Your vote biases future scoring. Hot = +8. Pass = -15.
Composite score
52/100
+5 vs prior run
Score label
Research
90% confidence
Signals captured
152
8 sources live
Scoring runs
7
since 7/2/2026
Rubric breakdown
Traction & velocity18/25
Team pedigree10/20
Authenticity / fit6/20
Capital signal (pre-raise)8/15
Category timing7/12
Defensibility3/8
Scoring rationale
WATCH — Behave is a low-sugar, diabetic-friendly gummy candy brand founded in 2020 by Mayssa Chehata that pulled off a well-documented near-death TikTok Shop turnaround in summer 2024 and parlayed it into a nationwide Target launch across ~5,000 doors (per Lunr Capital case study). Amazon signal is real but small: the flagship Sweet Stars 6-pack (ASIN B0GTWM3N9D) improved BSR 40% (74,873 → 50,577 in Grocery), and the Sour Stars 1-pack improved 51%. However, this is squarely food+bev and clearly investable in category, though Jeff should note the brand is past the earliest pre-seed window — Chehata explicitly told Lunr they can now 'command a much higher valuation' heading into their next raise, so entry pricing is the key diligence question. Traction: 13 press · 30 ads · BSR Δ40% · TikTok 838 → 18/25 Authenticity: IG 1,369 · TT 838 · -4 Amazon reviews · 10 subreddits → 6/20 Capital: 0 funding press (penalty 3) · TM sweet-spot no · 30 ads → 8/15 (higher = pre-raise) Category timing: snack (candy) trend rising · brand trend falling → 7/12 Out of food+bev scope — will not surface on pipeline.
Score history
- Aug 31, 03:03 AM52
- Aug 24, 03:06 AM47
- Aug 17, 10:07 AM46
- Aug 17, 03:02 AM50
- Aug 10, 03:02 AM52
- Aug 3, 03:03 AM53
- Jul 2, 06:52 AM50
Signal sources
Press signal
- These Healthy Gummy Candies Will Satisfy Any Sweet Tooth
- 10 Healthier Snack Brands That Will Satisfy Your Sweet Tooth
- How ‘90s Nostalgia Took Over the Snack Aisle
- 22 Best Healthy Candies You Can Eat
- Behave better-for-you gummies satisfy online appetite, move into candy aisle
- Better-for-You Candies Are Having a Moment
- The 'good luck' snack that makes Taiwan's technology behave
- Actress Busy Philipps Takes On A Sweet New Role As Investor And Advisor In Candy Company Behave
- No Sugar Keto Gummies TikTok - View O7KuEn57h
- Behave launches low-sugar candy: ‘We’re good so you don’t have to be’
- Behave better-for-you gummies satisfy online appetite, move into candy aisle
- How ‘90s Nostalgia Took Over the Snack Aisle
Ad activity
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- Body & BraGoodbye heavy breasts! Hello all-day comfort. ☁️ Finally, a bra specially designed for larger cup sizes. Supports without pain, wires, or red strap marks, even for DD+ cups. 😌 Don't miss out on our 50% Off offer, with limited stock availClothing (Brand)LingerieClothingFashion
- memoryOSmemoryOS combines gamified micro lessons with pre-made virtual mind palaces to improve your memory skills drastically. Proprietary technology and scientifically proven methods. Co-founded by 2X World Memory Champion Jonas von Essen.App pageApp/Software
- Nom OriginalsNom OriginalsClothing (Brand)Fashion
- Christian BischoffDie Manifestation Days 2026: LIVE mit Christian Bischoff Du manifestierst jeden Tag. Nur meistens das, was Du gar nicht willst. An 3 kostenfreien Live-Abenden findest Du Deine drei stärksten Glaubenssätze, formst daraus neue ÜberzeugungenPublic figureEntertainment
- TrybelloPlease STOP trying to regrow your hair. I know that sounds crazy, but I’m a board certified dermatologist and most products just make your hair loss worse!! I finally found a product that actually works for menopausal hair loss and blocksBrandFashion
- Calm🎧 Bilateral stimulation can help you regulate ❌ No matter what you've tried before, EMDR-inspired bilateral audio works differently — on your nervous system itself. 🏆 Experience Calm's Bilateral Stimulation! Trusted by millions worldwide.Product/serviceService Business
- Water2Filter jugs seem convenient… until you’re constantly refilling them, waiting for water to filter, replacing cartridges and losing half your fridge space. There’s an easier way to get filtered water. The way that over 200,000 UK homes uProduct/serviceService Business
- Vlada GarmashПерша частина присвячена всім речам на рейлі 🙌🏼СМИ/информационное агентствоOther
- Kalk StoreKalk StoreBusinessBusinessSwimwearBusiness/ProfessionalFashion
- Projecthaven.comBEFORE YOU PAY $18,000+ FOR NEW WINDOWS… READ THIS. 🪟 Most homeowners assume an expensive window quote is just the cost of replacing their windows. It isn't always that simple. Large window companies can have enormous expenses behind evHome RepairService Business
Amazon traction
- Best BSR 3545 · 90d improvement 40%
- Best BSR 4419 · 90d improvement -8%
- Best BSR 2626 · 90d improvement 10%
- Best BSR 2626 · 90d improvement 9%
- Best BSR 1965 · 90d improvement 36%
- Best BSR 3592 · 90d improvement 19%
- Best BSR 3605 · 90d improvement 12%
- @behave: 1,369 followersSeattle, WA @eventually
- @behave: 1,369 followersSeattle, WA @eventually
- @behave: 1,369 followersSeattle, WA @eventually
- @behave: 1,368 followersSeattle, WA @eventually
- @behave: 1,359 followersSeattle, WA @eventually
- @behave: 1,357 followersSeattle, WA @eventually
- @behave: 1,354 followersSeattle, WA @eventually
TikTok
- @behave: 838 followers · 0 hearts · 0 videos
- @behave: 838 followers · 0 hearts · 0 videos
- @behave: 839 followers · 0 hearts · 0 videos
- @behave: 839 followers · 0 hearts · 0 videos
- @behave: 839 followers · 0 hearts · 0 videos
- @behave: 840 followers · 0 hearts · 0 videos
- @behave: 840 followers · 0 hearts · 0 videos
USPTO trademarks
No uspto trademarks signals captured.
Reddit organic
- 8 Reddit mentions across 10 subreddits (organic)
- 8 Reddit mentions across 10 subreddits (organic)
- 8 Reddit mentions across 10 subreddits (organic)
- 8 Reddit mentions across 10 subreddits (organic)
- 8 Reddit mentions across 10 subreddits (organic)
- 8 Reddit mentions across 10 subreddits (organic)
- 8 Reddit mentions across 10 subreddits (organic)
Google Trends
- Category trend "snack (candy)" — rising, avg90d 33
- Google Trends for "Behave" — falling, avg90d 57, peak 100
- Category trend "snack (candy)" — rising, avg90d 37
- Google Trends for "Behave" — falling, avg90d 56, peak 100
- Google Trends for "Behave" — falling, avg90d 56, peak 100
- Google Trends for "Behave" — falling, avg90d 57, peak 100
- Category trend "snack (candy)" — rising, avg90d 39
- Google Trends for "Behave" — falling, avg90d 57, peak 100
- Category trend "snack (candy)" — rising, avg90d 40
- Category trend "snack (candy)" — rising, avg90d 45
- Google Trends for "Behave" — falling, avg90d 60, peak 100
- Google Trends for "Behave" — rising, avg90d 76, peak 100
AI thesis
- WATCH — Behave is a low-sugar, diabetic-friendly gummy candy brand founded in 2020 by Mayssa Chehata that pulled off a well-documented near-death TikTok Shop turnaround in summer 2024 and parlayed it into a nationwide Target launch across ~5,000 doors (per Lunr Capital case study). Amazon signal is real but small: the flagship Sweet Stars 6-pack (ASIN B0GTWM3N9D) improved BSR 40% (74,873 → 50,577 in Grocery), and the Sour Stars 1-pack improved 51%. However, this is squarely food+bev and clearly
- WATCH — Behave is a low-sugar gummy candy brand founded in 2020 by Mayssa Chehata that nearly went bankrupt in summer 2024 before betting the business on TikTok Shop, going viral, and securing a nationwide Target launch expanding to ~2,000 doors by April 2026 (Modern Retail; founder LinkedIn post 7450932541714239488). The Amazon flagship 'Everything Pack' (ASIN B0GSSHJ785) shows a -23% 30-day BSR improvement to #60,040 in Grocery, and Busy Philipps came on as investor/advisor in June 2024 (Forbe
- WATCH — Behave is a legitimately in-scope low-sugar gummy candy brand founded in 2020 by Mayssa Chehata that nearly went bankrupt in summer 2024 before pivoting to TikTok Shop, going viral, and securing a ~2,000-door Target launch (per Modern Retail, rolling out by April 2026). Amazon signal is early but improving — the Everything Pack (B0GSSHJ785) sits at BSR ~46,666 with a 9% 90-day improvement, and Sweet Stars is at ~74,535 with 10% improvement. However, the IG (1,369 followers) and TikTok (8
- WATCH — Behave is a low-sugar gummy candy brand founded in 2020 by Mayssa Chehata that nearly went bankrupt in summer 2024 before betting on TikTok Shop, going viral, and securing a nationwide Target launch (~2,000 doors) that reportedly sold out in week one per Modern Retail and the founder's own LinkedIn post. Amazon signal is still thin (best gummy ASIN BSR ~46,666 with only 9% 90-day improvement, review counts suppressed) and IG/TikTok followings are tiny (1,368 / 839), suggesting the real v
- WATCH. Behave is a low-sugar, clean-label gummy candy brand founded in 2020 by Mayssa Chehata that already cleared the 'discovery' stage — per Modern Retail and the founder's own YouTube interview, Behave landed in ~2,000 Target doors and sold out in week one after a TikTok Shop video went viral in 2024, generating six-figure monthly TikTok Shop revenue. That places the brand well past Jeff's pre-Seed sweet spot: Forbes reported Busy Philipps came on as investor/advisor (June 2024), and the comp
- WATCH — Behave is a low-sugar gummy brand founded in 2020 by Mayssa Chehata that pivoted to TikTok Shop in summer 2024 (with ~60 days of cash left), went viral, and parlayed that into a nationwide Target launch across ~5,000 doors backed by inventory financing from Lunr Capital. Amazon signal corroborates the momentum — the 'Everything Pack' ASIN B0GSSHJ785 shows a 38% 30-day BSR improvement (current 42,114) and the Sweet Stars 6-pack improved 19%. However, this is not a pre-Seed opportunity: th
- WATCH — Behave is an in-scope low-sugar candy brand founded by Mayssa Chehata in 2020 that has quietly moved from near-bankruptcy in 2024 to a nationwide Target rollout of ~2,000 doors (per Tavily/Instagram sources) and a 60% BSR improvement on its flagship 'Everything Pack' (ASIN B0GSSHJ785, current BSR 37,610 vs 90d avg 94,847). The concern for pre-Series A fit: Busy Philipps came on as investor/advisor in June 2024 (Forbes) and the Target ACV suggests the brand may already be past Jeff's typi