And what's this?

and so yeah so we kind of we loved everything that like nut butter represented it was to us we realized it was like the fuel for adventure really and so we got straight into it we thought look at the time there were you know picks had been going for I think 10 years so they'd kind of opened up the space for premium nut butter then our other competitor they'd only really just started I think they're a couple years ahead of us and so it wasn't like as saturated as it is today But what we thought was, okay, there's still enough peanut butter, so we're going to focus on nut butters.

And so we actually went to – we, you know, got mixing.

We broke, I think, three or four blenders trying to mix all types of nuts together and with, you know, different combinations.

And we ended up with, honestly, hundreds of jars of – This is, you know, cashew mixed with sunflower seeds and a bit of cinnamon here and a bit of, you know, what else, honey in this one.

And we had so many combinations and we'd invite over all of our friends and family and get everybody to taste it.

And we ended up with these four products that we were like, right, we're ready to go to market.

So from your perspective, what did you do for 40 Thieves that you think genuinely helped you stand out and resonate with customers?