I understand you were there when the rebrand started around Q3 2023. You mentioned the product portfolio as a differentiator. When you joined, was the idea of moving away from the core "gym bro" consumer base towards a lifestyle brand already happening? Were you trying to appeal to people consuming protein as part of a balanced diet rather than just for hypertrophy? How much of this was happening before the rebrand? I'd love to discuss the rebrand as well, if you wouldn't mind.

These factors prompted the rebranding. The idea began about a year after I joined the company. It was a work in progress and didn't just happen in the latter half of 2023. There were many steps involved. First, we identified the size of the prize in each region and globally. We also examined where the brand could and couldn't play. The benefits included revenue opportunities and SKU rationalization. Over the years, many SKUs were created that didn't drive the business. We aimed to grow with new consumers and focus our efforts on future directions, benefiting from SKU rationalization.

I understand you were there when the rebrand started around Q3 2023. You mentioned the product portfolio as a differentiator. When you joined, was the idea of moving away from the core "gym bro" consumer base towards a lifestyle brand already happening? Were you trying to appeal to people consuming protein as part of a balanced diet rather than just for hypertrophy? How much of this was happening before the rebrand? I'd love to discuss the rebrand as well, if you wouldn't mind.

The approach involved defining positioning based on the target consumer, examining product architecture, and ensuring cohesive branding. We rolled it out in phases to test and learn, rather than going all in and realizing it didn't resonate with consumers, as seen in my previous experience with Tropicana. It was a planned, phased approach to gauge consumer reaction before continuing the rollout.