... to go this other way." So what happened then, uh, Alice? The, what did you do in order to drive this growth? And maybe that's a question for Bethan or, or you, but how, how did it start then once you made that decision?

I think it all started at the beginning with really trying to get to understand our consumer.

Like, all of our growth is primarily driven by taking consumer insights and then turning that into digital marketing campaigns, um, through paid social.

It was like the earlier days, and we felt super stretched in terms of time 'cause it was primarily Bethan and I with freelancers for a, for a year.

Um, but our growth agency were the ones kind of helping us understand this whole concept of jobs to be done, basically, where we were interviewing, say, two or three customers a week each and taking half an hour of their time and really getting to the root of what the problem is they're looking to solve.

So it's not their reaction to your product, it's what has led you to the point of this purchase.

And we were then starting to build up these customer profiles which were, you know, you'd often see kind of two or three of the key profiles, and it's, you know, our target demographic is, like, females, 40 plus, looking to kind of bring pleasure and joy into their life, but they're also health conscious.

[upbeat music] And has there been anything surprising to either of you along the years in terms of the, the, who your target consumer is? Is it, was it who you expected it to be? And have you had any pockets of super fans or super consumers who sit around either the same real life campfire or the same digital campfire, so to speak?