to prevent it from sticking together. we told the parents that obviously concerned about sugar intake, as are we. and what we did is we we essentially created a bunch of content around why we did what we did, why we chose sugar as opposed to a artificial sweetener, how much sugar is in smarty-pants compared to other things. you use that as an opportunity to reach out to the community and engage. that s a perfect example of you took something that could have been bad for your company, i like how you said, you engage with the community. now you have a dialogue with them. that s right. and people say it s organic cane sugar. that s a positive message instead of a negative message. it s less than a glass of unsweetened apple juice. but if people didn t give us that feedback, we never would have gotten into the conversation and had an opportunity. now we market it. it s on the front of the bottle, the label, low in sugar. so you re out there, marketing it. things are working?