FORBES: In early 2023, Busy Philipps walked into her local New York City coffee shop and bought her first pack of Behave candy. A longtime sweets lover, the actress—known for shows like Dawson’s Creek and movies like 2024’s musical remake of Mean Girls—spotted the bright bag of sour gummies on the shelf and was intrigued by the label boasting low-sugar and low net-carb counts. After a year as a loyal customer herself, Philipps announced Tuesday her investment into the company, making her an advisor and equity owner alongside founder Mayssa Chehata…..
And the market for low- and no-sugar treats is only growing: In fact, a 2023 study of 7,000 consumers by rewards app Shopkick found that 47% of respondents say they actively seek out healthier alternatives to traditional candy. Meanwhile, the sugar-free market was worth an estimated $2.45 billion in 2022, with projections to reach $3.8 billion by 2033, according to market research firm Future Market Insights.
To better reach these millions of customers, Behave sought the help of Parallel, a partnership studio that matches celebrities and influencers with emerging brands. Parallel, in turn, made the connection to Philipps.
To read the full article visit: https://www.forbes.com/sites/alexyork/2024/06/11/actress-busy-philipps-takes-on-a-sweet-new-role-as-investor-and-advisor-in-candy-company-behave/
