Murray Kessler
Analyst · RBC Capital Markets. Please go ahead.
Well as I sit here right now we are full steam ahead on the RX separation and we hope to be able to present very clear plans and believe we're on track to do that. I mean I'm ever going to sit here and make an ultimatum and say nothing could adjust our plans but I don't see it right now. When you talk about the consumer side of the business, that will be a major, major, major portion of May 9th. But if I had to give you an example, and by the way, my answer is it can come from bolt-ons, it can come from innovation on core business, it can come from share building and it all relates to the consumer understanding of how people buy our products and what our relative shares are in different categories. So let's see nicotine cessation as an example, that's the category where we’re the market leader by far, much bigger than the national brand. If you're in that position, that means you need to be the one that's doing a lot of innovation. And you may look at that and say, well, in order to do that, you have to go through FDA long slow processes in that particular category. That's not true. If, there's nothing that stops us from innovating on, forms, packaging, flavors, and alike to drive that business and grow that category, segment itself. As I sit here coming from the industry I came in, we in the company at Perrigo I think we've done a good job and but it's tiny compared to what's going on in the world of, let's give an example of how explosive vapor products have been to switch consumers from smoking to vapor. So, the total tobacco industry starts at $100 billion and we're a tiny fraction of that. So to me, just sort of treading water the way we are, isn't good enough and innovation needs to ramp up with new forms and new ways to satisfy smokers. Pretty much all of them want to quit. So, that would be an example of an area we push for innovation and I think that one, because we've already gone to market with a couple SKUs this year that are not offered by the national brands.