So it's a fun place for us to play and start thinking about how we participate with the customer in a different way.

I am seeing this huge uptick in beverage outreach, right? And I'm all of a sudden, like the percent of number of people I'm talking to in beverage.

And so, you know, first you think, well, maybe it's just like the Poppi and the modern soda phenomenon.

More people are trying to enter this space.

They've raised the price point.

But then I have this question, and it might be a little bit of a theory, I need to do research more.

But I've been wondering if GLP-1 users are gonna start consuming more of their caloric intake in the form of a beverage than hard foods, right? So as a percent of our shelf space and mind share, we're gonna be thinking about that, and think about what that might do to the price point in beverage.

So it, it, it really convergence of changing dietary habits along with a lot of really cool technology that's enabling it to not taste bad at the same time.