PROTEIN PB & J BATTLE

let's talk about the protein PB and J battle. So a few months ago back in July, Jams launch Frozen PB and J's. Their startup, they raised some venture capital. The these Uncrustables have 10 grams of protein, 6 grams of sugar, no seed oils. They actually initially launched in Walmart as the better for you Uncrustable. Now Smuckers, of course, the Uncrustable originator, they're firing back. They have a sandwich with 12 grams of protein, some more fiber, and then some fun flavors, bright eyed Berry and up and apple, which I'm actually super curious to taste. This is what's even more crazy. So Uncrustables, they've been around since like the nineties and because of the proteinification or protein craze that everyone's seeing, every single brand is doubling down on going protein first. The question is who's gonna win this battle? So I think Jams, I think they're winning with the branding. They have some clean branding. They're first movers when it comes to a protein first Uncrustable. But Smuckers, they have the name recognition, they've been around forever and they have the distribution. So I'm curious to see how this one plays out.