My heart wants this brand to be ubiquitous. Sometimes you get one opportunity to build something that can be ubiquitous in the way that Lemon Perfect… - Yanni Hufnagel

We’re going to change the way people drink water. To do that, you have to be able to play on price.

I have to tell you, Ray, I’ve been obsessive about protecting our IP, really from second one. So I think the registration was not that far behind, yes. And when I speak with other founders — not only in food and beverage — the first thing I always ask is, “Have you filed to trademark your IP, your name?” Because without that, generally speaking, you’re back to zero. I mean, a name change after you launch is very challenging, if not impossible. And so one of the first things I ask after, “Are you well capitalized?” and “Let me try the product. How does it taste?” would be, “Do you own your IP?”

Publix, Ralphs, and Stew Leonard's are among America's most iconic retailers, and the early velocity data we're seeing in each account is very exciting. We're absolutely thrilled.