The Startup CPG Podcast
Founder Feature: Maxi Heidenblut of Häppy Candy
Apr 4, 2025
Maxi Heidenblut, Founder of Häppy Candy, discusses her journey from asset management to creating a healthier gummy candy brand with 70% less sugar and no artificial sweeteners. She shares the challenges of bootstrapping, the importance of leveraging social media and micro-influencers for brand visibility, and her strategies for aiding independent retailers. Maxi also highlights her proactive approach to connecting with national retailers and the unique marketing tactics that are helping Häppy Candy thrive in a competitive market.
33:43
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Quick takeaways
- Maxi Heidenblut launched Häppy Candy to provide a healthier gummy alternative with 70% less sugar, catering to health-conscious consumers.
- The brand leverages social media and trade shows, engaging millennial moms and younger consumers to expand its retail presence rapidly.
Deep dives
The Rise of Happy Candy
Happy Candy was launched to provide a healthier alternative to traditional candy, boasting 70% less sugar without using artificial sweeteners. The brand uses non-GMO ingredients and natural colors, resulting in vegan gummy candy that tastes good and avoids the issues associated with sugar substitutes. The founder, Maxie, created the concept during the pandemic, motivated by a desire to bring happiness through delicious candy while catering to health-conscious consumers. Since its inception in November, Happy Candy has quickly gained traction in the retail sector, engaging with regional distributors and preparing for national presence.
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