Hardware Podcasts

Founder Feature: Maxi Heidenblut of Häppy Candy

The Startup CPG Podcast · 4 Apr 2025 · 32m · Episode 136

What this episode covers

Maxi Heidenblut, founder of Häppy Candy, explains how she bootstrapped a better-for-you gummy brand with 70% less sugar and no artificial sweeteners while working a full-time finance job in New York City. She details the year-long formula development with a co-packer, the high minimum order quantities (MOQs) that forced heavy upfront investment, and her strategy of using free samples and influencer barter deals to launch. Heidenblut discusses expanding from independent retailers like Gourmet Garage to national chains via trade shows like Fancy Food Show and Expo West, while managing DTC channels on Amazon and Shopify with a focus on organic growth and reviews.

Most relevant to

early-stage companies

Topics

Mentioned

Companies
Whole Foods, Gourmet Garage, Pop Up Grocer, Westside Market, The Goodsmart, Amazon, Shopify, TikTok Shop
Products
Häppy Candy, Haribo, Sour Patch Kids, Yum Earth, Unreal Snacks
Tools
Judge Me
Also
Fancy Food Show, Expo West, Snacks and Sweets Expo

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