Yes. I'll give a little bit broader answer than just your question. First of all, we would talk about it in terms of our brands versus private label because from -- and it's something that took us longer than it should have, but those brands, they are Our Brands and the customers tell us they love it. And one of the things that we probably should have done years ago, but we hadn't, but we actually was much more aggressive on hiring a third party company to do a broad taste -- taste and quality preferences for our brands across multiple national brands and other private -- other companies' private label programs. And we always thought we were good, but we came out even significantly better than what we would have even thought.
So it really highlighted the progress that our team has been making on improving the innovation in our brands, the variety of offerings. If you look at Simple Truth, obviously, 5 years ago, it didn't exist. Today, it continues to grow double digits. So when you look at overall, our customers tell us they love our brands and we continue to even get more aggressive in terms of creating additional innovation brands, offerings within it, new flavors.
In terms of the potential, at this point, the only thing that I would say is it would be massive. And one of the things that we did several years ago, we went to the outside and hired a new leader for that team and about half of our team is from the outside. And when you go and look at Europe, obviously, on our brand products in Europe, the market shares there are significantly higher than the U.S. And we would be much more focused on how do we make sure the innovation, the quality and the offerings that we have, we earn the right for the customers to take it to that kind of level.
In terms of our plant capacity, if you asked our manufacturing team, they would probably tell you they're at almost capacity. I've always found and we've always found that we always figure out ways to produce incremental product and do it very efficiently. So in terms of capacity, it is one of the great things about knowing how to operate plants. We could easily expand capacity either through process change or additional -- expanding plants, things like that, whatever's needed.