Jillian Deutsch

Right.

less than a buck, right?

So I thought, who is doing this?

And I started telling my friends about it and they said, oh, but they're really good.

They're totally worth it.

And so I think it's, and then I started trying as, you know, very important research for this story and I get it now.

They are really good.

They're better than kind of the typical bean.

But anyway, the point of this is that even that kind of more expensive bean is actually still much cheaper than meat.

And so if you're still looking to get your, you know, your fiber, your protein, you're trying to move away from processed foods, beans are a really good alternative for a lot of people.

This is sort of an iteration of that.

Yes, exactly.

I was supposed to say, actually, the cottage cheese thing is still going very strong, at least in the UK.

But beans are definitely part of that.

People are really trying to find ways of getting lots of their nutrients.

Even high-protein yogurts are selling like crazy.

And a lot of backlash against processed foods.

And so I think people are just really excited about things that are

much more just pure nutrients and things that are easy to cook.

I should say also convenience is a huge factor here too.