E number

You've got quite a lot of bad actors in the flavor category, in my opinion.

They're sort of products that are crafted largely with synthetics, E-numbers, tons of sugar, essences, unnatural ingredients.

And if you had the same labelling requirements on booze as you do on food, a lot of these things wouldn't get out the gate.

And if you look at the under 35s market particularly, you know, they are now category agnostic.

Excellent for you.

That sounds like E-numbers.

Oh, yeah, yeah.

Yeah, yeah, it is.