Dan Jaffee
Analyst · Ethan Starr
Excellent. As you know I’m going to give you as much information as I can without you know hurting any of our opportunities first for reeling in the success of these products. So, but in general, we launched 1.0 back in 2011,'12 area and it’s sort of a competition a couple of years to launch their 1.0 versions. We then, and that was our 25% lighter which is a blend of sodium bentonite which is very heavy but clumps, and calcium bentonite which is very light and absorbent and controls orders but naturally you know would need clumping additives to make it clump when yearend hits it. So that was sort of what we call the hybrid, which gives consumers an entry into the market without going fully to the full bold type idea of sticking with the analogy of an electric car. We then after they launched their 1.0s, we then launched our 2.0 which was all calcium bentonite and it was light enough to get a £20 jug we could fill to the same height and get to £12. The competition went very light, tidy [Indiscernible] went all the way down to £8.5 so their average intensity [ph] was very light. You know the mistake we think they made was they took real heavy stuff, sodium bentonite £60ish, £65 stuff and blended it with very light stuff from our managed point not a real high performing stuff, expanded prolite which is £7 to £8 a cubic foot and the problem with that is its so light that it migrates out of the back and gets protected bus and air floated bus and attracts [ph] like crazy to get their blended density to get to 8.5. So what we are doing is selectively mining -- we have as you know hundreds of millions of tons of reserve. So we are now selectively mining the lighter stuff of our reserves and ultimate care of 3.0, so it will be a full 50% lighter, it will be the same fill, same cubic inches, put it away £10 instead of £12. We believe that’s the perfect spot. The average bulk density is such that it’s obviously significantly lighter for the consumer to carry home but not so light that it migrates out of the box. The beauty of it is there are no fill ups, it’s a 100% absorbed with minerals and it’s all homogenous, it’s not like we are blending £8 stuff with £70 stuff and now we’ve decided to just put more of the lighter stuff to make it lighter. It’s all of our light density minerals, homogenous 100% no fillers, and so that’s really going to be the big campaign that we are going to be communicating which is you get all the performance and lightweight not/or currently if you are a Tidy Cat lever [ph] and they have the largest market share you can get one or the other. If you want a performance you got to buy they are heavy, and if you want light weight you buy the light weight. But if you want performance and light weight, you can’t do it, because their light weight product just doesn’t -- you can’t put 40% to 50% of filler in something and expect it to perform the same as something that is 100% of that active ingredient that was sodium bentonite, calcium bentonite mix always -- both done in a glamorated thing. Arm & Hammer and Fresh Step had all sodium bentonite with other fillers in there. Now they are just replacing the fillers with lighter fillers. So anyway that’s going to be Ultimate Care 3.0, I can tell you the trade is very excited about it. You know, it does, it’s our unique position because we have the quality and quantity of reserves. We are basic in this, we are not authored to buy in from other people, we can just mine our own products, process it, package it, selectively mine it and then give our consumers the absolute best minerals at the best price.