Yeah, yeah.

showed or looked at the UK's most preferred brands and how that varies by region.

We did it across tea, we did it across beer, we did it across a couple of other things.

And a few years ago, Yorkshire Tea was, I think, ranked third as the UK's most preferred tea brand.

I think it's behind PG Tips and Tetley.

Whereas in 2025, they were ranked the most preferred brand.

And they won in nine out of 12 of the regions in the UK.

It's very exciting.

Well, listen, moving on to our next story, which... caught my attention was Ahn have now entered the world of football and with like a bang they have Kylian Mbappe as their marquee athlete and he's come from 20 years I think at Nike where he's like really associated with that brand and has taken like a deep involvement as like an equity stake with Ahn so it's really interesting to see that move into what is a pretty competitive space.

Yeah, massively.

I think I read that he had just finished his contract with Nike after, I think he signed with them when he was about eight years old.

And he's just turned down, I think, $20 million a year on a 10-year contract extension for On.

So really huge move.

And I think what's Pretty wild about it is the fact that Onn haven't even launched their product on the market yet in the football world.

So that is a really interesting testament to show that actually, you know, maybe he's really interested and backs the brand.

They're still keeping things... fresh but I'll let Ed talk about the metrics a bit more here

such a great point if they're not trying to change culture but they lean into what's going on and that's brilliant when brands do that and they kind of they're it means they're listening and they're really aware and probably built in a way they kind of i don't know how they're structured but i've heard other brands kind of create this idea of a newsroom or you know a writer's room and they're obviously tapping into that and really understanding what's going on so that they can then deliver you Things that are relevant to their audience that are, you know, enjoyable, entertaining, you know, culturally feel right.

Yeah, absolutely.

And like touching on the new hydration station launch that they did in Broadway Market, it just felt like it was perfect timing as well.

It landed right after the London Marathon.

It was over the early Maybank holiday weekend.

Part of me wonders whether they were hoping to launch closer to the marathon day itself, which would have been the perfect timing.

like post marathon drink, but perhaps they didn't want to get drowned out by the marathon noise.

But yeah, you have to entertain, don't you? And Lego's ranked actually number eight in our recent entertain or die report, which I'll let Ed speak about a wee bit more.

Like you're finished a sausage roll and you're next Gregg's.

They are everywhere.

Yeah, Gregg's is an absolute staple for the UK.

If you're not from the UK, you've got to go and have a Gregg's sausage roll.

We also think about like perceptions in the category as well.

And I think it's an interesting perception to think about trust in the kind of fast food category.

And we ask consumers, you know, whether they think each brand in the category is a brand that they trust.

So it's like, I don't want to be pointed enough to split opinions and have people having these conversations.