Good morning and welcome to Celsius Holdings, Inc.'s First Quarter 2010 investor conference call. Joining me on the call today is Steve Haley, the company's Chief Executive Officer and Geary Cotton, the Chief Financial Officer. During the course of this conference call we will make forward-looking statements regarding future events and the future performance of the Company. We caution you that such statements reflect our best judgment based on factors currently known to us, and that you should not rely on such forward-looking statements since our actual events or results could differ materially as a result of a number of important factors. These factors include general economic and business conditions, trends, the impact of competition, technology and regulations and other risks and uncertainties discussed in the reports we file from time to time with the Securities and Exchange Commission. We assume no obligation to update any forward-looking statements or other information provided during this conference call. In adherence to Regulation Fair Disclosure, the Company has provided information in its first quarter 2010 results press release and this publicly announced conference call. We will not provide any further guidance or updates on our performance during the quarter unless we do so in a public forum.

Thanks Bob and thank you for joining us for our First Quarter 2010 investor conference call. Financial results for our first quarter 2010 were released to the public earlier today in our press release distributed this morning. You can view a copy of the press release on our website at www.celsius.com in the investor section. So let's get started. Overall, we are pleased with the progress we made on many fronts during the first quarter. We've still got a lot of work to do, but the foundations we laid and the choices we made from a strategic perspective have started to serve us well and our data analysis and research is pointing to a bright future for Celsius. To put our financial performance for the quarter in a nutshell, our case volume was slightly higher than expected but our net sales revenue was a little lower. Scan data shows good month over month growth but it took longer than expected to get onto some of the authorized shelves. We'll explain all of this as we review the results and activities and then Geary and I will open it up for your questions. Over the last two quarters we've dramatically increased our distribution and we are now starting to get meaningful data regarding actual consumer sales at the store level. So we have more quantitative information to provide on this call than we've had in the past. To help you compile and reflect on this important information, in addition to this live call, we will have the audio recording posted on our website and the transcript will be posted on www.streetevents.com as well as filed with the SEC under cover of a Current Report on Form 8-K. As we provide a deeper quantitative perspective of our sales and growth, we should…

Thank you Steve. As Steve mentioned there is so much more quantitative data this quarter than we have had in the past. We are going to share as much data as we can so you can assess the progress of our company on your own. The first point I want to address is that our business will be a bit choppy during this initial pipeline distribution period. This is because of the delay in getting through the retailer's distribution system. So it will be a while before reorders smooth out and become more predictable. The second point I would like to make is about reorder volume from existing customers not including pipeline fill. I will talk in case equivalent terms to help you understand true case volume which is not affected by coupons and discounts. In the first quarter of 2009 we shipped approximately 36,000 case equivalents to existing customers. In first quarter of 2010 we shipped approximately 89,000 case equivalents, a more than doubling of the reorder volume from existing customers from a year ago. From Q4 2009 to Q1 2010 reorder volume from existing customers more than doubled from 40,000 cases to 89,000 cases. This is a very important statistic to understand the true progress of our business. Total case equivalent volume, including both reorders and pipeline, for the 1st quarter over the 4th quarter of 2009 increased by 20%. Remember revenue for the same period was $100,000 less in Q-1 2010 vs. Q-4 2009. Again, revenue is lower because of the promotional expenses. Promotional expenses which are deducted from gross revenue to derive net revenue increased from $134 thousand in Q1 of 2009 to $811,000 in this quarter. Also it is important to understand our internal model did take into consideration pipeline fill but we were off…

Thanks Geary. Before opening it up for questions, let me once again say that we are excited about the volume growth and what looks like strong consumer acceptance when they understand Celsius and have a chance to try it. We are intensely focused on increasing the overall awareness of our value proposition and getting more new consumers to be able to try Celsius. To be conservative, we have lowered our guidance for the top line revenue but believe there is good upside potential and we are striving the beat the goals that we set. We see Celsius as being aligned with some major consumer trends and believe we have a good business model for revenue and margin growth. The team and I are committed to hitting or exceeding the numbers that are expected and are working together to grow the Celsius brand and company as well as this exciting new category. With that, we'll open it up for questions. Operator do we have question in the queue?