Kendall J. Powell
Analyst · Deutsche Bank.
Yes, it's okay. Actually, I think you've asked it twice. But it's a good question, and the reason that we made that change, first of all, remember we've been selling marketing and learning about these categories for 10 years now, over 10 years. And what we noticed for particularly the snacking area, think products like LÄRABAR and Food Should Taste Good, we were coming into -- see, some of our -- these large major customers, are -- we were coming in with a snack presentation and an overview and thoughts on growth for Snacks 2 to 3x depending on what the product was. And these products are -- they're growing. They are -- I wouldn't necessarily say yet, that they are mainstream, but they are certainly in the process of mainstreaming. And so our belief is that we are better off going in and telling the Snack story once with all of our brands, whether they're Nature Valley or Food Should Taste Good or LÄRABAR, getting our sort of holistic view of that category and how it's going to grow one time, one story to these customers. And what we're seeing in the early days of that is very positive. So for instance, LÄRABAR had a terrific quarter. And so I guess I would tell you we really believe that this is the right approach. And don't worry about it. I will also tell you that we have some centralized marketing capability around these Natural & Organic snacks that we've retained because they use sort of a, in many ways, a different and more -- a person-to-person marketing model, and we've maintained that capability. So that exists centrally for all those brands to call on. I will also tell you that Annie's has a very powerful natural channel sales capability that is unique and differential to what General Mills had. And so while we will be using our divisional structure and our centralized U.S. Retail sales focus to expand distribution into traditional channels, all of the products that I mentioned in my remarks, LÄRABAR, Food Should Taste Good, Immaculate Baking, we're going to funnel the selling for those brands to the Natural channels through Annie's. And that -- so there are a number of ways to -- and there's great synergy there, and they're very, very good at that channel. And our growth will accelerate in that channel as a result. So there's a little bit of detail and texture behind what we've done, but we're doing these to accelerate sales and accelerate our impact with retailers. And the early signs, so far, are quite positive on it.