Consumers will buy products with added benefits like vitamins or electrolytes if they don't sacrifice convenience, flavor, or price. Element enhanced water works because it hydrates without sugar. But most innovation is incremental, not disruptive like putting mushrooms in diapers.
Consumers are always want more. They always are open to more as long as they don't have to sacrifice too much with like convenience, flavor and price. You always want more. So if you drink water. Why don't I drink water with vitamins, with electrolytes? Yep. Right. So it's the water, but I want more. But I don't want sugar. So that's why element is great. Which we're both drinking right now. Yes. Because you want the main thing. So without the water, that hydration, then it's like there's been a lot of electrolyte products, but then people are like, I should drink more water, but it maybe doesn't taste good or something. Adding those things makes sense. So I think in consumer products it's a little more linear because you can think of complementing things. I think if you want to be really disruptive, then you have to look really outside the box. Like putting mushrooms in diapers is pretty outside the box.
