Yeah.

But, uh, but in terms of how we, we rolled it out, uh, we...

The bar set is a set that looks kinda boring, but there's a lot of interesting stuff happening within it, and one of the kinda interesting trends that we saw was, uh, smaller format, bites, right? A bite is just a small bar.

And we noticed a couple skews of competitors that were just, like, ripping on bites because there was, like, a, in a bar set, like in Sam's Club, let's say, uh, there's eight bars and two bites, or I think it was actually, like, nine bars and one bite.

And, and the bite product was just crushing, and we're like, "Whoa." Like, that's, that's really interesting.

And we'd have conversations with our buyer, and they would confirm that it's crushing, and they want there to... that subset to be crushing even more.

They wanna grow that subset.

Yeah.

But for you even as an entrepreneur CEO, what do you look at your involvement looking like over the course of the rest of your life?

Oh, that's a big one.

I don't.

So yes, we want to continue to grow.

I don't, I think we're barely scraping the surface where you kind of look at food and Bev consumer good brands as like, what's your household penetration that kind of gives you an idea of how much room to run there is left.

And we're at like 4%, like silly low number, even though we're a pretty big business now.

And so it's like, well, yeah, we're pretty big, but we're in one out of 25 households in America, there's a lot of room to run.

company.