A new better-for-you-candy company called Behave launched this week online. Actually, that’s not quite right. The branding on the minimalist packaging actually reads, “Behave.”

And the name, with the strikethrough, is the perfect way to sum up the juxtaposition of the brand — a healthy indulgence. Or, as the company’s tag line puts it, “We’re good so you don’t have to be.”