The Super Consumers of Velvita Cheese

There's a lot of categories, be it that one or brands, that may seem very niche at some level. But what we find is that the reason why those categories are niche s is because they have super consumers who figure out how to use them for other jobs in their lives. So think about as a parent. I've children. I'm getting them to eat vegetables is always a challenge it sometimes. And a little bit of melted cheese on any vegetable kind of makes the medicine go down any better. It's a really clever way of figuring out how to apply what would seem like a very narrow product to a much broader set of life solutions.