Dan Jaffee
Analyst · the Center for Performance investing. Go ahead please
Sure. Yes, the good news is that the marketplace is very active, both in terms of lightweight and none and so I'd say good because we want this lightweight thing to take hold. Look, I'm going to pause for a second. Yes, so I'm back. I just want to make sure I can talk about all this. But yes, I think August 7 was when the final of our patents got issued. So we have gotten 100% of our patents issued on all the lightweight that we filed 5 years ago and so that's - so we want lightweight to win. I love when the competitors invest behind lightweight, media and to get that ball rolling. We believe that's all going to pay to our benefit, both on the private labels side, the brand side and the intellectual property side. So that's good. The downside is, it's making it hard to slug it out with our little brand. But on a 52-week basis, we gave it a 24-week in the IRR released. I just pulled this, just to say how do we do for the year? We're sitting here a year later. Ultimate Care was up 94% for the year and Fresh & Light, which was the core business was down, but we did walk away some of that money that we walked away from in the dollar channel was Fresh & Light. I looked at it. So net-net-net, our total all Lightweight brand was up for the 52 weeks. And it depends on how you want to look at it with that factor, but we're spending our money on Ultimate Care. And that brand is growing rapidly from a small base, but it's moving well. And then private label lightweight, well, it's still a small number. It was up 955% during the year. But it's still a small piece of the category. The total sales were only $2.4 million. Our total lightweight business at retail was $63 million for the year. That made us the number two player with a 21 share. Now, one was Tidy Cat with a 46 share at $137 million. Number three was ARM & HAMMER, Church and Dwight with a 17 share, and then Fresh Up was number four with a 12 share. So we jumped to the number 2, so obviously, if the whole category went lightweight, we would be in great shape. That's what we're hoping for. And I think as consumers can find the product they want at the price they want with the performance they want, they're all going to choose lightweight. I have yet to find anyone who said, "I prefer to take home a heavier product." So yes, if you give me even product at the same relative price points, same performance, I'm going to take the one that's heavier because I just like to carry home more weight. I mean it defies logic and it's bad for the environment. So we're going to keep pushing the message. In the upcoming year we're really going to focus on days of use and efficacy because we believe that's an area that we excel in and that some of the competitors have heard the efficacy of the product. Just to get light, they put in lightweight fillers. It would be very analogous to when liquid detergent went concentrated. If the loads went from 80 to 40, that wouldn't have been innovation just making it smaller that would have been a rip off and that's sort of what's happening at some of the product lines. So days of use is going to be something we are going to talk about and then sort of the tertiary benefit we are testing is the whole idea of the carbon footprint and the environmental aspects of going light. You can put 50% more units or 100% more units, depending on how much lighter you're getting, on a truckload, which would cut the carbon footprint significantly made by cat litter. So...