The Importance of Direct to Consumer

We're four years old and we've done some tiny, tiny little retail trials. But basically 99.9% of our sales have been direct to consumer. What I like about that is scalability. We've sold 50 million meals to over 80 countries. You couldn't do that via retail in the time we've had. The beauty of direct to consumer is that you know who your customers are. And also if they stop buying from you, you can re-engage with them. If somebody stops buying in a Tesco store, I don't know who they are. There's no ongoing relationship there. So direct to consumers being great. We are going to go into retail.