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Amazon, we're currently the number two best-selling cereal across all of Amazon, second only to Honey Nut Cheerios. And we fluctuate between number one and two, depending on the week. ... And of course, Amazon is by no means a niche health food site, as mainstream as you can get. And so they see that, they see that we're going head to head with not only other healthy cereals and snacks, but the biggest, most mainstream cereals, and in most cases, beating them head to head on Amazon.
And so they see that sort of data. And of course, Amazon is by no means a niche health food site, as mainstream as you can get. And so they see that, they see that we're going head to head with not only other healthy cereals and snacks, but the biggest, most mainstream cereals, and in most cases, beating them head to head on Amazon. And to them, that's all the proof they need to give us a shot in store.
So many of these retailers that we're talking about, for example, Target and Walmart, they have brands maybe in the personal care aisle. So native deodorant, for example, which when they went into Target and then Walmart, three or four times the price of regular deodorant, and it was hugely successful.
And then after a few years, you'll go to a Target, a Walmart, a more mainstream retailer, and you'll take the data from the smaller retailers. And you'll say, hey, give me a shot, put me in a region. And then the larger retailer will say usually, okay, maybe we'll give you 200, 300 stores trial.