Steven Rofrano

Yeah. Well, that's a great question. And it often goes under looked. And I think CETOLs are easy to talk about because it's so obvious. They're 24% of calories. I think it's a very high impact thing to look at. But if we're optimizing, which of course you do, we're looking at everything, right? We want to look at every single thing on that label needs to justify itself.

And the short answer, how we do this is it's a lot of freaking work. That's how.

And the short answer, how we do this is it's a lot of freaking work. That's how.

And the short answer, how we do this is it's a lot of freaking work. That's how.

And that's why no one else does it.

And that's why no one else does it.

And that's why no one else does it.

So I'll tell you a story. So our lime chips, which were our second flavor that we ever came out with. And the reason why is because, you know, everyone knows Tostitos lime, hint of lime or whatever. Like that's a very common tortilla chip flavor. So if we're going to make flavors, we're going to branch out, obviously we should go with lime. I thought, okay, that seems easy.

So I'll tell you a story. So our lime chips, which were our second flavor that we ever came out with. And the reason why is because, you know, everyone knows Tostitos lime, hint of lime or whatever. Like that's a very common tortilla chip flavor. So if we're going to make flavors, we're going to branch out, obviously we should go with lime. I thought, okay, that seems easy.

So I'll tell you a story. So our lime chips, which were our second flavor that we ever came out with. And the reason why is because, you know, everyone knows Tostitos lime, hint of lime or whatever. Like that's a very common tortilla chip flavor. So if we're going to make flavors, we're going to branch out, obviously we should go with lime. I thought, okay, that seems easy.

It's just one thing, right? It can't be that hard. So I started looking around for lime powders on the internet to try to find a supplier. And I couldn't really find anything. Everything was not organic. If it was organic, it had maltodextrin or some other filler or whatever. I'm like, huh, that's weird. how do these other people do it?

It's just one thing, right? It can't be that hard. So I started looking around for lime powders on the internet to try to find a supplier. And I couldn't really find anything. Everything was not organic. If it was organic, it had maltodextrin or some other filler or whatever. I'm like, huh, that's weird. how do these other people do it?

It's just one thing, right? It can't be that hard. So I started looking around for lime powders on the internet to try to find a supplier. And I couldn't really find anything. Everything was not organic. If it was organic, it had maltodextrin or some other filler or whatever. I'm like, huh, that's weird. how do these other people do it?

So then I went to a grocery store and I went through all, I went to the chip section to look at all the lime chips and we're trying to find out like on the ingredient label what they used.

So then I went to a grocery store and I went through all, I went to the chip section to look at all the lime chips and we're trying to find out like on the ingredient label what they used.

So then I went to a grocery store and I went through all, I went to the chip section to look at all the lime chips and we're trying to find out like on the ingredient label what they used.

Maybe I could copy that. So I forget the exact full list, but basically there's two camps. You get lime juice powder, which has maltodextrin in it and lime juice. Yeah. And I think that's probably what Testudos uses. And then there's, this one shocked me actually. This is, and then the health, some health brands, which I don't want to name. Yeah. They're lime chips. were lime oil and citric acid.

Maybe I could copy that. So I forget the exact full list, but basically there's two camps. You get lime juice powder, which has maltodextrin in it and lime juice. Yeah. And I think that's probably what Testudos uses. And then there's, this one shocked me actually. This is, and then the health, some health brands, which I don't want to name. Yeah. They're lime chips. were lime oil and citric acid.

Maybe I could copy that. So I forget the exact full list, but basically there's two camps. You get lime juice powder, which has maltodextrin in it and lime juice. Yeah. And I think that's probably what Testudos uses. And then there's, this one shocked me actually. This is, and then the health, some health brands, which I don't want to name. Yeah. They're lime chips. were lime oil and citric acid.

Citric acid, as I'm sure we know, comes from like these giant bioreactor farms in China. It's like black mold basically produces citric acid. So citric acid was there for the sourness and the lime oil was there for that like fragrance of lime, but there was no lime in any of these chips. And I was just like sitting there like thinking like the healthy chips and the junk chips