And we're 30% less calorie, 60% less fat than Skinny Pop and we're organic so like there's a lot of reasons to switch

is that front and center on not versus skinny pop but is yeah yeah kind of the reason why i ask is because you have to think about the order of operations of consumer motivation So you'll typically get kind of price at the top ish, but that's always like a value to dollar ratio.

And so that kind of goes to the side, you know, it's about the argument that says underneath price.

So then, you know, number one's always taste, right? So if you quote blind taste tests against all your major competition, especially in your price point, are you coming out on top? If you basically aren't getting a yes, then, um, the structural argument behind the product is going to be borderline irrelevant.

Then, you know, especially at the mainstream level, Specific ingredient nuances can be a little challenging to communicate because attention spans are so short.

So the structure of less fat, less calories, but tastes better than.

And then simple broad strokes like all real ingredients and yada, yada, yada.

Yeah.

That you want to do.

That wasn't sneaky at all.

That was really good.

Look, I think that there's a bunch of great...

Yeah, you're right that I won't be kind of spoiling our product roadmap.

But, you know, something that you actually just called out that I do think is really interesting directionally.

And in a lot of ways, Olipop kind of delivers on this also, which this kind of... multi-faceted kind of health benefits or reasons to engage, right? So it's not just good enough that something tastes great now.

Oh shit, I just, wow, I can't believe I am sitting here today doing this.

E- e- explain the landscape of the category and, and what you mean by that.

It's fascinating, because soda as a kind of a construct is a couple hundred years old.

It's got root structures in, uh, the Americas, Europe, the Middle East.

Um, and then, you know, in the 1800s, kind of mid, late 1800s, in Europe and the United States, people started going to these ger- geothermal springs for health benefits and kind of falsely contributed the health experiences they felt like they were having to the gas that was coming up out of the earth.

And there became this race to force carbonate, uh, beverage, uh, which eventually that got cracked and that, but that started the kind of commercial soda, uh, industry that we know of that really popped up in the late 1800s.

Now all soda was originally a health product, whether it was the, uh, the at- attribution of the carbonation or whether it was these old formulations that came up even through the colonial era.

I mean, there was this saying in early colonial America where you, you get your piece of land, you plant your elderflower or elderberry tree, and then you build your house, because this like elderberry and slash elderflower is this, uh, indigenous, uh, uh, American tree where almost every part of the tree is usable for kind of herbal medicinal...

It's a, it's a vintage cola, okay? So just to kinda educate people on what you're doing that's different, how's this vintage cola different than a Pepsi or, or c- or, or a Coke?

Anything, anything you would like to point out about the rocket?

Yeah, I mean, I agree.

I agree with what you said.

I think it's underrated.

And the field this year is sick as well.

Like, I think I could be wrong about this, but when Ricky won, he was one of the favorites.

So like, maybe he even was, I think it might've been like, yeah.

go are you going bombers or accurate well

But I'm curious for you, Ben, do you think of Alipop as having a sales culture, or what does your sales organization look like, and how did they represent the brand to the marketplace?

Yeah.

So, you know, an overlap, as I'm listening, probably between our businesses, or at least the mentality, is...

So, like, as the co-founder and as the formulator, the depth of my background, I've had to obviously become, like, quite dispersed in my... areas of expertise or relative expertise but more of my historical background sits on supply chain science formulation that kind of thing and correspondingly you know when i think about like our qa fun our quality assurance function our r d function at different infrastructural aspects of the business we have like platinum grade capabilities internally and you're right with many different businesses they tend to have it's a bit more of a shift But it also ends up reflecting in the P&L.

We have been profitable for two years.

We're adding EBITDA every single year.

We're very, very, very close to double digit.

What would you say, Ben?

Mm-hmm.

You get to that 10 and you're, like, kind of on more stable ground, but really, you gotta then get up to 100 if you wanna then be, like, breathing well.

And then from there it's, okay, 200, 500, and then you add a billion, you're just in very, very rarefied territory.

But, like, one of the things that I really saw...

I, I...

So we have something in the company called OLIPOP Leadership University.

And it was, for me, it was just kind of based on the premise...

Like, this is the dream for a lot of brands.

Mm-hmm.

You get to that 10 and you're, like, kind of on more stable ground, but really you gotta then get up to 100 if you wanna then be, like, breathing well.

And then from there it's, okay, 200, 500, and then you add a billion you're just in very, very rarefied territory.

But, like, one of the things that I really saw...

I, I, so we have something in the company called OLIPOP Leadership University.

And it was, for me it was just kind of based on the premise, it was exactly what we're talking about now.

Holy (beep).

You're in one out of five households, like this is the dream for a lot of brands.