Thanks for the response. Certainly respect your direction but I happen to think the trend will mature versus fade away. I know you're going after this certain niche, which I understand, but I don't think most people care as much about knowing exactly what is going into their bodies. I mean, sales and the average American diet proves as much. For me, the convenience of keeping a packet in my bag/desk/car/etc for weeks or months far outweighs the control over flavor and cost. Also usually prefer a tropical punch flavor over lemon/lime and that's more difficult to recreate on the fly (probably "natural flavors" lol). I don't have a workout regimen I just sometimes do work that is labor intensive and it helps me recover. It's usually an unplanned activity and the powder stuff is stable and available when I need it and really that's all I care about. I haven't even looked into the ingredients to see what it is that is actually helping me, but Liquid IV definitely is helping me recover and feel more hydrated than Gatorade ever has. Helps with cramps too, which I just assume is K but again, I haven't even looked. Just wanted to share my "customer journey" as anecdata, obviously no right/wrong path here and it's your company to push in whichever direction you want. Best of luck with it, I will give it a try if I ever see it in my area!