What do companies often underestimate about the operational side of the process?

So one thing that I will say, and then I'll get into all the technical, but one thing that's a lot of companies dive straight into the technical and overlook the fact that there's a lot of consumer loyalty, especially when you come to some of our more traditional brands where there's that nostalgic love for them.

And it's important not to underestimate how much people love some of these products and really don't necessarily want to see changes.

where they might want a reduction of sugar in a cookie they've always loved, but they don't want to taste that reduction.

So that's one thing to start off with.

Consumers are going to notice a lot of different changes.

And unfortunately, when they notice them, typically, if they don't know why there's a change and they perceive like something is being taken away, it leads to an unsatisfactory experience for them.

happened?