But my wife is skeptical of it because she's worried about like, is it candy? You know, like, does my kid only want to eat it because she thinks it's candy? Am I building the wrong sort of like, I don't know, muscle in my child? How do you convince skeptical mothers to give their kids gummies?

Yeah.

Three ways.

One is the ingredients in the gummy matter, not just from an active standpoint, but actually how you get it to gel.

So the two most common ingredients are pectin and gelatin.

So gelatin is what's used in a Haribo gummy, and it's distilled from animal bones.

And pectin is... basically what's in oranges, apples, fruit jams that causes that texture.

Is there been a time, like when was the last time you thought the whole thing was going to fail? Don't say yesterday.

What did you see that convinced you that this wasn't simply another vitamin company waiting to happen, but a category that genuinely deserved to be a rebuild? Was there a specific moment, a conversation, something you discovered where you stopped thinking, this is frustrating and started thinking, this is actually broken and I want to solve that?

Completely.

I think I always knew I wanted to do something with health.

And when I was talking to parents in particular about how they made those daily decisions in their life, a lot of them were already taking a supplement or a multivitamin or giving it to their families, right? Usage rates of this category are 90% plus in the US, which is incredible.

Yeah, really unusual.

And when I talked to them, it was frankly shocking to me because when I actually asked them, okay, you know, you're taking this product, you're bringing it home to your kids, to yourself, how did you pick it, right? And how do you know that it works? And nearly all of them were telling me that actually they didn't know if it worked.

And in fact, they weren't sure.

Yes.