The protein category is full of yoga-weightlifter cliches in tight workout clothes. That’s because protein gives you strength. We challenged consumers to rethink what it means to be strong. Strength is not only physical. It’s also mental and emotional. From rock climbing to doing a science project, everything you do, you can do stronger with think! And it worked- this year we surpassed RX Bar in sales and are now the #6 ranked bar.