Five Questions for Häppy Candy

J.P. Morgan, BlackRock, MSCI in Frankfurt and New York—Maxi Heidenblut (MBA 2013) spent several years working in the international world of finance. These days, however, she is busy running her own company from the city that never sleeps. With Häppy Candy—a line of fruit gummies with natural ingredients, 70% less sugar, and no sugar substitutes—Heidenblut is hoping to make snack time a little healthier. In this recent interview, she speaks about the importance of courage, how health complications helped inspire her business idea, and offers advice to other entrepreneurs.

Maxi, you have worked in finance for many years and, this past March, decided to leave your job to dedicate your time to a line of “healthy fruit gummy” snacks. Sounds like a scary move to make.

It absolutely was. It was a major step and a huge risk. New York is expensive, and I was earning good money at my job. But I had this feeling that if I didn’t do it then, I never would. I’ve been living in the United States for several years, and it’s inspiring that entrepreneurship is, on the whole, seen much more positively here than it is in Germany. People receive praise when they go into business for themselves, even if it doesn’t always work out in the end. I had already met so many founders that succeeded in growing large companies within just a few years. That motivated me and showed me that I didn’t need to have every last detailed planned out. Sometimes you have to just go for it and have faith in the path you’re on.

Where did the idea of producing low-sugar fruit gummies come from?

My professional career path in finance was fairly standard. After earning my bachelor’s degree, I joined the team at J.P. Morgan, where I worked in investment and asset management. In 2012, I pursued an MBA at WHU, which really accelerated my career, and after that I went on to BlackRock and later MSCI in New York as Head of Product.

I’ve also always had a personal interest in nutrition. When I was a teenager, I was diagnosed with two autoimmune diseases, neither of which are treatable in the traditional sense. So, I started to adjust my diet with the help of a nutritionist. I then noticed how strongly that influenced my body and my well-being, and that was a turning point for me personally. I wanted to understand why all this was the case and, in 2019, while working a full-time job, I earned my Certificate in Nutrition Science from Stanford University.

And that is when your idea for Häppy Candy came about?

Exactly. When the pandemic happened, everything changed so suddenly—no more travel, no more meetings, but a lot of time to reflect. I grew up with Haribo and love fruit gummies. In the US, I wasn’t able to find any healthy alternatives. Most products here have an extremely high amount of sugar or are packed with sweeteners that either don’t taste good or are heavy on the stomach. I thought there had to be a better way. That’s when I picked up the phone and started contacting manufacturers in Germany to ask if they had any interest in experimenting on a new, healthier alternative with me. I think most thought I was bizarre. But I still managed to identify two manufacturers who saw the potential in the idea, and I ended up going into early production with one of them. 

When did your idea evolve into a true business, and what have you learned along the way?

I founded Häppy Candy GmbH in 2021. Looking back on it, I would say the biggest thing I learned was that, when it comes to physical products, you have to stay close to what’s happening. In the beginning, I thought that I would simply manage everything from here in the US, and that was naïve of me. Production, partner relations, supply chains—all of that requires close proximity and quick decision-making.

Another thing is that iteration is normal—and necessary. Our first product line was good, but not good enough. We kept testing and testing, remaining in contact with our partners and developing new recipes. Today, our gummies are composed of only ten natural ingredients. They contain 70% less sugar than other brands and are free of stevia and sugar alcohols. This only came to be because we were willing to start again from scratch.

And finally, start small and be flexible. I intentionally work with freelancers and agencies, which keeps costs lean and allows for swift adjustments without having to initially finance a large team.

What would you say to other female entrepreneurs currently considering going into business for themselves?

One of the most important pieces of advice that I can give would be to just get started. Courage comes once you get going. You don’t need to be perfect when taking your first steps. Aside from that, you have to choose the space you want to pursue wisely. I’ve seen so many founders in the US who think big, and that energy had an effect on me. The ability to find inspiration in the space you’ve chosen is a crucial factor for your success. And, of course, you have to be realistic, just not fearful. It is important to be brave, just not reckless with your decisions, especially when you are leaving behind a secure job.

Thanks for the chat, and we wish you a lot of success for the future.

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