What do you see in consumer behavior that leads you down that path?

That's a great question.

And before, by the way, I go on, I wanna mention, 'cause we've been talking about the pizza a lot, we also have the lowest calorie protein chips on the market, and we just launched our Lava Crisps, which are actually the alternative for Takis for young, young people.

So...

And they, they have-- Every single person that's tasted it-- We haven't had one person that tasted it that said this isn't amazing.

So we're very, very excited about Lava Crisps.

But, um, to answer your question, protein to calorie, at the core of it is the fact that whether GLP-1 or not, the older you get, the more likely you are to, for your food to transform into fat than muscle, unless you're very, very actively doing two things.

So what is each channel actually for in this business?

What were your struggles, I guess, in that area? And what were your wins?

Yeah, well, I would not recommend it because I happen to have a unique experience that is very rare.

Because most people, when they start out in R&D and foods, they stay in R&D.

Most people that start in operations stay in operations.

I just happened to have done both.

So it made sense for us as a company that we were using a contract manufacturer four years in.

It became clear that we needed more scale.

So wouldn't the powder mix be the best alternative?