The Challenge of Building Brand Equity for Sport

premium category able to sort of steal share from the more generic or sort of value priced brands as a result of that? Yeah, it was stealing volume share. So if you looked at it, there is a whole kind of volume wise it was growing, but value was completely flat. And so it was just giving away margin. The consumers were real winners. All of a sudden they're able to trade up from their Pringles or their walkers to this hand cooked artisanal product.