Fall Release Radar: BEHAVE, OffLimits, SPICY NUGGS
It’s that time of year: leaves are (almost) turning brown, the weather is cooling, and pumpkin spice lattes keep coming back earlier and earlier. Despite it being one of the most difficult years we’ve experienced, people still need to eat and business is humming along.
Everyone loves candy. No one likes cavities. Founder Mayssa Chehata created BEHAVE to offer an alternative to classic gummies filled with sugar and marketed to kids. She told Fast Company “I kept asking myself, why isn’t there anything in that aisle that will satisfy my craving but isn’t full of sugar?”
Chehata took candy to the next level. She hired a well-known pastry chef, Elizabeth Falkner, to help create the product and Falkner is now the Head of Candy at the company. Chehata cited Magic Spoon (“the cereal for adults”) as an inspiration for the brand. More on that later.
BEHAVE launched in mid August and is backed by Blue Slide Ventures (who backs several other direct-to-consumer brands) and several individual investors.
Speaking of brands turning historically-kids’ food into healthier versions more appealing to adults, OffLimits launched in July to make cereal a part of every meal, not just breakfast. Prior to starting the brand, founder Emily Elyse Miller put on an event series called BreakfastClub in cities around the world centralized around the breakfast meal.
The popularity of these gatherings lead to Miller writing a book called “Breakfast: The Cookbook” centered around the most important meal of the day. Miller enlisted the help of Shepard and Amanda Fairey’s design studio to create the characters and Pentagram to form the complete brand system. Similar to classic cereals, OffLimits boxes include tickets which can be redeemed for merchandise at the site’s Toy Store.
NUGGS, which recently rebranded as SIMULATE, originally released its first version of meat-free nuggets in July of last year. Now, the company has reinvented its original product with version 2.0 and released a spicy version on top of that in early September. They sold out of 1,000 boxes in 16 minutes.
SIMULATE is also creating a new product called DOGGS, looking the replace classic hot dogs. The company markets itself similar to a software company, producing release notes and nutritional info when new versions come out. SPICY NUGGS are currently available online starting at $34.99.
Enjoy the fall season with these less-guilt foods, because Halloween, Thanksgiving, and Christmas are right around the corner.