Building a Brand With a Hero Strategy

Bachan: We wanted to build the brand with a hero strategy. I kind of modeled it after Huy Fong's, whose Sriracha and the Asian space,. Chilula, Tabasco, Heinz Ketchup. You look at some of these legacy brands that have, you know, massive scale; most of their revenue is from Wonski or Kavoskis. And so, but I think I just chose to stay focused and really kind of stay in one lane and go really deep rather than wide.