Timo Boldt

And they kept on raising it because sugar is so cheap.

But people got more addicted to the taste.

And more addictive than cocaine, apparently.

So that's why they do that.

I mean, this doesn't reflect well on business.

I mean, I'm an advocate for business.

I'd like to think a champion of entrepreneurs, but business isn't behaving well here, is it?

No, and look, I get it, the short-term pressure and profit margins, and ultimately that's become the god to pray to.

But here, it has a really, really, really nasty negative consequence.

So...

I mean, it's not as bad as the opioid scandal in America, but there's an aspect of that in this, you know, putting things in products that hook people and keep them coming back for more that isn't good for them.

That might shock many people, I think.

But you were obviously onto that a long time ago.

I mean, you said that it was since 1990, obesity's quadrupled.

So this was obviously something you were aware of a long time ago.

And you started trying to create an answer.

Criss packages have become bigger and bigger and bigger.

And we're just addicted to these foods.

I was thinking of crisps when I was thinking of the bliss point.

I might stop and get some salt and vinegar.