Darcy Davenport
President and CEO
So bars have, over time, I mean, they were -- if you think of the 3 form: bars, shakes and powders, and the degree that those categories or subcategories have mainstreamed, bars have definitely mainstreamed first. So -- and when I say mainstreamed, bars have really become more of a snack food. The household penetration of bars is 50% or about 45%. And so it already really has gone from, I would say -- it's more of a healthier snack, but it is a snack, whereas both shakes and powders haven't gone there to that degree. I mean, household penetration of shakes still at about 25%. So if you think, I mean, it could double just to get to where bars are. So I do believe -- and then powders is even lower from a household pen standpoint. I think there is more of an association of, kind of, proactive health there, from everything from, kind of, higher protein levels to immunity claims to vitamins and minerals. I mean, the vitamin and minerals, so when we ask consumers why, from a nutritional standpoint, they purchase our shakes, it's #1 protein and second is the vitamin and mineral blend. So I think that, just, there is more of a health halo around both shakes and powders, where I think there's more of a snacking halo around bars.