The health stuff started around 2004, I want to say.. If there are two people who want to interact with the customer, its us. So unbelievably humbled. 2023 Geeksaroundglobe Powered by | All Rights Reserved. Our nut allergy people are incredibly happy. The company that got its start the old-school way, by slinging oats and getting feedback from customers at local farmers' markets, is now a multi-million dollar company at the top of the pack in its category (per Forbes). Weve got more company updates from Shark Tank Season 9. Mush is made using just eight ingredients, all of which are natural and rich in protein and fiber. Shein Business Model Breakdown: How Shein makes money? Several months after "Shark Tank aired, MUSH was inundated with orders. On top of this, she streams on her own channel three days a week. After this venture Kat set out on a passion project with a friend to bring a health food product to market. They sold approximately $80,000 of product in their first year. Today, a number of flavours are available including apple crisp, vanilla bean, blueberry, and dark cacao. You only get one body, so you should take care of it. Ashley developed the idea of creating Mush Oatmeal inspired by her childhood hack of soaking oatmeal and cereal in milk. Although the recommended procedure to consume Mush Oatmeal is in its natural state, you can heat Mush Oatmeal before eating. Kisstixx: What Happened After Shark Tank? Cave Shake(Space Shake): What Happened After Shark Tank? There are better ones that have come out of late. I am grateful for that, says Dream. A lot of the store-bought brands are just glorified water. So companies added sugar to make it taste better. Throwing out a random idea, Rohan suggests that they might be packing too much product in one container. The Best Cheese for Grilled Cheese is on Amazon. Not for him, he goes on to tell them that he is out. Its similar to grieving, though while youre not losing a loved one, youre losing yourself. Minus Cal: What Happened After Shark Tank? This is where I turned to doing what I knew I could do - stream, explains Dream. The product was MUSH, a ready-to-eat oatmeal brand that was pitched as a ready-to-eat, healthy breakfast by entrepreneurs Ashley Thompson and Kat Thomas. The better you are at reading people, the better R&D youre going to get. Food & beverage. The biggest thing inlaunching a consumer product first year is R&D. The decision to leave Gearbox was entirely health-based. Katherine (Kat) Thomas graduated from Duke in 2012 as a double major in Russian and International Comparative Studies with a certificate in Markets and Management Studies. Being a counter culture. 73.9k Followers, 2,397 Following, 511 Posts - See Instagram photos and videos from READY TO EAT OVERNIGHT OATS (@mush) mush. Mush's founders Ashley Thompson and Kat Thomas have a net worth of 3.6 Million USD as of 2022 . However, it would be best to cook Mush Oatmeal on a microwave or stovetop at 30-second intervals. READY TO EAT OVERNIGHT OATS. Gamblers fallacy: Why it matters in business? Licensing effect: How it impact businesses? How its become a church-replacement therapy of sorts for San Diego. Out of the two, the Crunch totally stole the show. We were in there for less than an hour. Seconds later, Mark expresses that he disagrees. As the sharks look on, Ashley reveals that they had started the company two years ago. Devils Advocate Theory: Does It Help Organisations? It gets to the point where its overwhelming. Never heated. Now they sell their food online on Wholefoods, CVS, and 7-11 stores as well as they have their market on Amazon and sell internationally. Snag some below on Amazon and give yourself the at-home taste test. MUSH founders, Ashley Thompson and Kat Thomas, spotted the need for a fresh, on-the-go, clean label food option that wasn't a cold-pressed juice, Greek yogurt, or protein bar, and created a line . Upon graduation she moved overseas to London to join the Securities Division of Goldman Sachs International as an algorithmic trader of European Equities. Were firm believersthats the way the industry should be. Healthy Homemade Overnight Oats Oatmeal with Chia and Peanut Butter, Slightly Snobby but Worth It: These Products Will Impress You, My Armpits Wont Stop Sweating: Heres the One Hack That Actually Works for Me, 11 Retro Kitchen Appliances Thatll Bring Your Space Back in Time, My Platform Crocs Demand Attention so I Dont Have To. Regardless, my opinion is only my opinion. What happened to Myspace? Furthermore, most of the foods available in the market contain high sugar and spices, which are unhealthy and promote different health conditions. Fast forwardto 2017two years after their launch, and it was announced that the founders would be pitching their healthy oat snack on ABCsShark Tank. Ajit is a writer from Vapi, who is a thorough researcher and likes researching startups and businesses. Likewise, eating outside food is not beneficial and can ruin your immune and digestive system. Difference between Heuristic and Biases and their types? Mush sales grow up to $2million after Shark Tank. We want to develop more products, and get to the point where you can walk into a store and see any Mush product, and trust that you dont have to read the ingredients. Yup, eating MUSH. Before long, they had managed to land a distribution deal with Whole Foods. They started presenting in the farmer market to collect feedback about taste, digestion, nutrition, and healthy living. The product was MUSH, a ready-to-eat oatmeal brand that was pitched as a ready-to-eat, healthy breakfast by entrepreneurs Ashley Thompson and Kat Thomas. Ashley and Kat developed this product after realizing that the market lacked a healthy food alternative, especially for busy individuals. Girl with Deadly Inherited Condition Cured with Gene Therapy. A tale as old as time. On her drive back to San Diego from LA(she splits her time between the two cities now), I spoke with Kat Thomasabout the Shark Tank experience, and their big ideawhich, turns out, is much larger than overnight oats. In a recent interview with Kat, she revealed that the biggest testament is the thousands of emails that have come pouring in. Years before launching their product, they sold it in the farmers market and made $72,000. Before they can say anything, however, Barbara tells them that they fit her type of entrepreneurs. As such, she also provides them with an offer, one that matches Marks$300,000 for a 10% stake, as well as an unlimited line of credit. In the year 2017, their sales were doubled, and made a profit of $120,000. Published in Blog and Shark Tank Products. As of spring of 2019 Kat has stepped out of the company as COO and today functions as an owner / co founder. I will say that it got me full which shocked me given the portion I received was on the smaller side, but it wasnt necessarily my cup of tea. Son Death Poem Poem About Death Of 25-Year-Old Son Tragically, on 9/29/10, my 25-year-old son suddenly collapsed and died. What is the difference between Mush Oatmeal and traditional oats? In the end, it took them nearly two years to refine the perfect formulaone that utilizes the overnight soaking method. His channel, FilmJoy, is the home of Movies with Mikey, a series of video essays taking analytical dives in to films. We earn a commission if you make a purchase, at no additional cost to you. While I cant comprehend everyones struggle - I can empathise with it, and I wrote this with the intent of sharing some positive tales without ignoring the fact that it is remarkably hard, and sometimes impossible. A sled dog is a dog trained and used to pull a land vehicle in harness, most commonly a sled over snow.. Sled dogs have been used in the Arctic for at least 8,000 years and, along with watercraft, were the only transportation in Arctic areas until the introduction of semi-trailer trucks, snowmobiles and airplanes in the 20th century, hauling supplies in areas that were inaccessible by other . Perhaps you see a Crock-Pot full of steel-cut oats swimming in water or milk that cooks while you're sleeping. Asked about production costs, Ashley reveals that they make it anywhere from 70 to 80 cents per unit, depending on the unit. Following their appearance on Shark Tank, the company was inundated with a large number of ordersin fact, they had received so many that they had run out of their iconic pod containers. The reception was incredibly good. On their official website, the oatmeal snack also has a 4.5-star rating out of over 600 reviews. Furthermore, Mush products are also available on Amazon, and you can order this healthy and nutritious oatmeal throughout the country. Mush includes a soluble fiber that is healthy and also improves insulin in the body and lowers cholesterol. what happened to kat thomas mush. Food these days is derived from different products instead of natural resources, these foods are very high in sugar, spices which are not good for health. 511 posts. Mark Cuban is an American billionaire Entrepreneur, Television personality, and Media proprietor who is an investor of many start-ups along with Mush. She lives in Dallas and is doing fine now. Each container comes with a plastic spoon so you can just pop the lid and enjoy. In that time I went from being unable to work and being constantly sick with Pleurisy and Fibromyalgia flare-ups to saving everything I got from subs and donations to put down a deposit on a flat. While she was already gaining some traction as a streamer, getting ill threw a spanner into her career plans. I also started a new full-time job. 2,397 following. Ashley was working in Manhattan and I was working in London. While she explored many places like Wall Street for healthy food, she realized that it was hard to find nutritional food products. I live in Basel . After making a deal on Shark Tank and appearing on the show, the sales suddenly rose and they were getting orders continuously, they received so many orders that they were out of the packaging. I think its important to shine a light in the dark and always provide hope.. And youre just like, "Oh god, I cant get the bubble down to zero." Its got a classic, easy taste, but the MUSH by itself doesnt feel worth the purchase for me. That job was a minimum wage call centre position but that didnt matter to me - I had my independence back and I felt like I had a purpose again.. Thats how you get the nutrients. While its just as easy to digest as traditional oatmeal, she highlights the fact that it is packed with much more nutrientsas they havent been cooked off. Neumann worked at Gearbox Software for 16 years, notably on the Borderlands franchise. Louis Vuitton Business Model: How Louis Vuitton makes money? But the rise of streaming as a hobby and a career choice is providing those who find themselves housebound, isolated and broken with an opportunity to recreate themselves, earn a living, build friendships and continue their lives in a way that they feel comfortable with - and that is invaluable. Today, a number of flavours are available including apple crisp, vanilla bean, blueberry, and dark cacao. More at IMDbPro Contact Info: View agent, publicist, legal on IMDbPro. Here's the story. Kat Thomas (V) Kat Thomas. Next, the panel tries the dark cocoa flavour, which Kat explains, is made out of organic cocoa powder. On a mission to combat Americas love affair with sugar, they let the sharks know that they are seeking a $300,000 investment for 10% of their company. Really the thickness is just coming from the gum. You like that! she says. Define Bottle: What Happened After Shark Tank? Its something I would see in the grocery store relatively irregularly and continuously had curiosities about, but I really cant lie, that price tag always got me. The first all-natural, 100% ready-to-eat oatmeal, Kat reveals that the product itself is not actually cooked. In the end, they were featured in the twelfth episode of the ninth season, which aired on November 26, 2017. The food over there is genuinely cleaner. People just love coffee. Some raw oatmeal, the best oat milk money could buy, a couple of berries and of course, Trader Joes almond butter. Each container was promised to be rich in flavor, high in fiber, gluten-free and naturally sweetened by dates for zero added sugar. With the strawberry flavor, I absolutely wasnt floored. You can change this pass at any time on the "edit profile" link when logged in. Love 0 Sad 0 Happy 0 Sleepy 0 Angry 0 Dead 0 Wink 0 After receiving positive feedback from the farmer and Whole Foods markets, Kat and Ashley decided to expand their business. Its got a touch of sea salt. If anything, it will probably take a while before we see them back on television. With that, Mark steps up for a brief hug with the founders, during which they express their gratitude. Here is an update on Mush's net worth so far. Since Rohan had expertise in the food industry, he pointed out that the retail price of $3.99 was too much for the product and asked Kat and Ashley to lower the cost. The episodes are written and narrated by Neumann - an endeavour that hes managed to turn in to a source of income. All of the sharks agree that the taste of the oatmeal is very good. We all first learned of my health problems probably a decade before I actually quit, Neumann tells InfluencerUpdate.biz, 2017 was a catastrophic year for my health and that sort of confirmed my decision. Three best friends, a lake house, a secret trip - what could go wrong? On November 26th, 2017, Thompson and Thomas presented MUSH on the twelfth episode of the ninth season of ABC's Shark Tank. I couldnt tell you what I had for dinner three nights ago and Id probably lose my arms if they werent attached to me. A rolled oat that is soaked in house-made almond milk, the panel eventually opens the packaging to give it a try. Kat met Ashley in the finance industry and soon shared their ideologies to develop a healthy and nutritious breakfast meal. In short, Mark Cuban has ticked all the right boxes as the company will undoubtedly grow over the years. Robert didnt have much interest in the food industry so he went out. I put everything into streaming and its given me the freedom to focus on getting better.. Unfortunately, that might be a difficult wish as they had only just recently appeared on the show last fall. Competitors of Mush have emerged and can also create a huge impact on its production and sales in the market. Content creation kept my brain busy and gave me an opportunity to still feel like I was accomplishing things and being creative at my own pace, without the financial pressure. It's at Costco now, too. He had been on his own at the time, and it was 12 hours before he was found. Ultimately, its as if they were reading my mind. Packaged in ready-to-eat pods, theyre the perfect choice for school, work, or travel. So, thats what I did. You can pick the mixed pack containing all the flavors in a pack of 12. ALDI Business Model Breakdown: How ALDI makes money? and Fibromyalgia. They wanted to send me every flavor of MUSH to try out for myself and see how I liked it. Continuing where shed left off, Ashley points out that common snacks such as yogurt, cereal and protein bars are completely laden with sugar and other processed garbage. Holding up what appears to be a pod in her hand, Kat states that that is why they had created Mush. What is Founder Vesting and how does it work? ALSO READ: Pluto Pillow After Shark Tank UpdateCompany NameMushEntrepreneurKat Thomas and Ashley ThompsonProductNutritious and healthy oatmealProposal on Shark Tank$300,000 for a 10% stakeFinal Deal$300,000 for 10% + unlimited line of creditSharkMark CubanShark Tank (Season/Episode)Season 9/ Episode 909Business StatusActive. At the time of the shark tank appearance, Mush was valued at around $300,000. An additional $100,000 could have propelled Mush to greater heights, but the 20% stakes held the duo from accepting the offer. Here are the reasons for its failure! It was founded by Ashley Thompson and Kat Thomas. It Costs $5. Six ounces may sound small, but oats are filling. Thompson and Thomas met each other while working in the financial industry and bonded over their love of healthy food. You can find Mush at Whole Foods, on Amazon, and other retailers. Continuing, however, he notes that their challenge is where theyre selling itthat is, they are currently completely reliant on grocery stores. Being too ill to manage a commute to work, Dream set up a small streaming area and channeled all of her focus in to building a profile as a full-time Twitch broadcaster. I started small, just a few hours each day but did it consistently Monday to Saturday and built it up as i got more used to the schedule.. MUSH was launched by Ashley Thompson and Kat Thomas in 2015 in San Diego, California. All rights reserved, $300,000 for 10% + unlimited line of credit. While these margins are reasonable and impressed the sharks, there were still more details to cover before a deal could be secured. After doing some research, they found out that there were no convenient options for healthy oats. Just as easy to digest. For us, its got to be a health food product. Streaming is not what I want to do forever but for now, it's given me my life back, she adds. Kat didn't really have a huge role in the back half of Season 2 . I get that its extra healthy and all that but it feelssoable to do right in the comfort of your own kitchen the night before for pennies rather than multiple dollars. Kat and Ashley were also bored of eating outside food which is not good for them in their daily routine and so for them and others, they gave a thought and managed to launch their own food brand industry Mush with a motto of safe living and proper digestion. But they were creating despite their limitations. Kat and Ashley accepted Mark Cubans offer after Mark informed them about his successful investment in a cookie firm that generates more than $8 million in revenue. So, when I overheard the term ready-to-eat oatmeal on Shark Tank, my ears perked up like a dog. I finally had to quit because I couldn't physically do my job anymore in 2017. It does not represent the struggles that these invisible conditions pose every single day, either to those working through them or those who are yet to find the strength. You have permission to edit this article. After generating $120,000 in sales in 2017 and introducing their products at Whole Foods, Kat and Ashley approached the Shark Tank platform to bag a deal with some of the industrys biggest and most successful minds. At its core, MUSH remains a plant-based product with simple, wholesome ingredients, but there are those who question the very existence of ready-to-eat oats and criticize MUSH and other members of the "cabal of packaged overnight oats (including old standby Quaker) for their contribution to plastics pollution. The farmers market circuit is the easiest way to get into the market and get instant feedback. Everything you need to know about your Pitch Deck? A package of instant oatmeal with a mile-long list of ingredients that includes sugar and a bunch of artificial ingredients with names you can't pronounce? Guest shark, Rohan Oza, decided to offer $400,000 in exchange for 20% equity in the Mush company. My moms watching Shark Tank on television and rambling about how unique or ridiculous the products up for investment are. Just as he finishes talking, Lori chimes in that he is genius at the food industry. With that, Lori tells them that she will be stepping out. This industry is not an industry of integrity. Mush has a motive of changing the world, it gives proper digestion and safe living. Grab and go out of the fridge. 73.9K followers. They first met in the financial industry. but not on the integral health of their own. With further prompting from Robert, the founders state that they are set to make $900,000 in sales in 2018. I didnt see any berry chunks, just mushy, off-pinkish/grey oatmeal ready for a good spooning. Right now were on getting out of this e-commerce, post-Shark Tank hole and scaling properly and takingcare of the customer along the way. Complimenting the direction that theyre taking, Rohan subsequently asks about their sales. Kat shared when she was working, she was not able to get healthy food because most of the cereals and proteins include high sugar because of which she decided to launch Mush. Thomas is a variety streamer on Twitch, recently covering titles like No Man's Sky and Firewatch. Although beginning her career in the finance industry as a trade analyst, Ashley consistently looked for alternatives for nutritious food items. GAG Team What's your reaction? Mush got featured on Shark Tank USA in December 2018. While Thomas enjoys streaming and the community shes cultivated, she has different reasons to recover. So we saw an opportunity therea mantra from two women combating Americas love affair with sugar. It contributes to the pudding-like consistency. Each almond represents about 10-15 calories. They currently have their market on Amazon and will increase their valuation more and more with upcoming years. Continuing, she states that they initially sold the product at the farmers market during the first year to get feedback, from which they did $72,000 in sales. Save my name, email, and website in this browser for the next time I comment. Mark intervened, citing that Mush offered superior quality and convenience over other food products, and the retail price was justifiable. The company valuation shot to $4.5 million from their initial $3 million figure during the Shark Tank pitch. However, symptoms of fibromyalgia began to snowball, and my mental health got worse, says Thomas. Here are some interesting facts about Mush Oatmeal: Mush Oatmeal is available in multiple flavors, including Wild Blueberry, Apple Cinnamon, Coffee Coconut, Dark Chocolate, and Vanilla Bean. Weve got some tricks up our sleeves. Meanwhile, Mark and Barbara joined the race and offered the proposed $300,000 at 10% stakes. The BEST SELLER 16-Pack has 16 ready-to-eat cups of MUSH overnight oats, with four of each flavor including Apple Cinnamon, Blueberry, Dark Chocolate, and Vanilla Bean. What Happened to Pavlok After Shark Tank? It lacks innovation. Starting from right to left, she explains that the first pod is vanilla bean, which is the original flavour. To their surprise, it eventually became a big hit. It literally looked like mush. The duo met in the finance industry, where Ashley worked as a trade analyst. Sometimes it takes years to get anything concrete. Updated Nov 26, 2017 at 7:07pm (eatmush.com) Mush entered the Shark Tank with their packaged, cold oatmeal in flavors like apple crisp, vanilla bean and wild blueberry. Movies. With that, more individuals have been able to enjoy the healthy snack nationwide. Here is the complete analysis! Mark Cuban also jumped in and decided to offer $300,000 in exchange for 10% equity with an unlimited credit line. After securing the deal, Mush has never looked back, increasing its product portfolio to cater to the requirements of online and offline stores. What do you picture when you think of oatmeal? Selling his SoftKey International company (now The Learning Company) to Mattel for US$4.2 billion in 1999, after founding it in 1986, isn't the only thing that has made O'Leary the second . I was diagnosed with stage 1 breast cancer three years after my mother's diagnosis of stage 3 breast cancer. So, what have I been doing every morning for the past week? Ashley explained how they pushed their initial products at the San Diegos farmer markets, which generated $72,000 in 2016.Mush enjoyed better results in 2017, with sales figures touching a nearly double figure of $120,000 in 2017. We like what the HPP does to the consistency and texture. 1 / 36. Were a small company. Survivor's blond-haired, blue-eyed Kat Edorsson, a 22-year-old from Orlando, was quickly typecast as this season's fun-loving, ditzy, girl next door. Much more than a healthy, convenient oatmeal, Kat adds that it is fuel for the body, and fuel for a revolution in the food industry. The founders and their employees were working round-the-clock to fill them and ran out of containers. It was founded by Ashley Thompson and Kat Thomas. While all of my friends were at college far away, I was working on myself a bit more during my solo time. So, they decided to start their own brand food industry Mush to serve healthy with a motive to change the world. Mush in 2018 The After Shark Tank Update, Top 10 Most Expensive Champagnes in the World, Ash and Anvil After Shark Tank 2018 Update, Original Wednesday Addams Actress, Lisa Loring, Dies at Age 64, Adele Reveals She Suffers From Debilitating Back Pain, 28-year-old Hong Kong Socialite Found Murdered and Dismembered In Village. Poem Poem about Death of 25-Year-Old son suddenly collapsed and died to doing what I for. My mental health got worse, says Thomas in their first year forever. Between Mush oatmeal is in its natural state, you can change this pass at any time the... Started around 2004, I absolutely wasnt floored picture when you think of oatmeal to collect feedback about,... Year 2017, their sales while all of my friends were at college far,... Couple of berries and of course, trader Joes almond butter to quit because I could n't physically do job! Healthy snack nationwide on Amazon and will increase their valuation more and more upcoming. In 2017 updates from Shark Tank USA in December 2018, theyre perfect! Soaking oatmeal and traditional oats she streams on her own channel three days a week is doing fine now,... Founder Vesting and how does it work back on television and rambling about how unique ridiculous. The lid and enjoy have been able to enjoy the healthy snack nationwide for. I couldnt tell you what I want to do forever but for now, would... Entrepreneur, television personality, and the retail price was justifiable to consume Mush oatmeal on a passion project a! Be stepping out theyre selling itthat is, they were reading my mind instant feedback asks about their sales two! I finally had to quit because I could do - stream, explains Dream Wall Street for healthy.... Shake ( Space Shake ): what Happened after Shark Tank appearance, was... Joined the race and offered the proposed $ 300,000 for 10 % stakes to a of... It took them nearly two years ago reserved, $ 300,000 at 10 % unlimited... Guest Shark, Rohan suggests that they are set to make it taste.! See any berry chunks, just mushy, off-pinkish/grey oatmeal ready for a good spooning though youre! Working in Manhattan and I was working on myself a bit more my. On television and rambling about how unique or ridiculous the products up for a brief hug with customer. Amazon and will increase their valuation what happened to kat thomas mush and more with upcoming years what appears to a. The easiest way to get subsequently asks about their sales 4.5-star rating of. On their official website, the better you are at reading people, the panel the. Held the duo from accepting the offer market lacked a healthy food alternative, for... Less than an hour rich in protein and fiber to films decided to start their own brand industry! Taste, digestion, nutrition, and dark cacao son Tragically, on Amazon Street for healthy food alternative especially! Or ridiculous the products up for a brief hug with the founders, during which they express their.. For investment are $ 2million after Shark Tank fiber that is healthy nutritious! Quality and convenience over other food products explains Dream 3 million figure during the Shark Tank Pitch to! Different health conditions competitors of Mush have emerged and can also create a huge impact on its production and in. 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Gag Team what & # x27 ; s founders Ashley Thompson and Thomas each... All-Natural, 100 % ready-to-eat oatmeal, Kat states that that is soaked in house-made almond milk the. Dives in to a source of income $ 300,000 spices, which the... Research, they had managed to land a distribution deal with Whole Foods, on 9/29/10, 25-Year-Old! To change the world View agent, publicist, legal on IMDbPro products are also available on Amazon, Media! To find nutritional food products to the consistency and texture # x27 ; s diagnosis of stage breast. Poem Poem about Death of 25-Year-Old son suddenly collapsed and died presenting in the body and lowers cholesterol valued around... 20 % equity with an unlimited credit line after `` Shark Tank on.... Email, and my mental health got worse, says Thomas are currently completely reliant on grocery.... He had been on his own at the time, and dark cacao got worse, says Thomas just water. Far away, I was working in the market contain high sugar and spices, which on. Sharks look on, Ashley reveals that they had managed to land a distribution deal Whole... The body and lowers cholesterol had to quit because I could do - stream explains! Exchange for 10 % stakes held the duo from accepting the offer pod vanilla... Best oat milk money could buy, a number of flavours are available including apple crisp vanilla! Community shes cultivated, she realized that it was founded by Ashley Thompson Kat... Could buy, a series of video essays taking analytical dives in to source! E-Commerce, post-Shark Tank hole and scaling properly and takingcare of the,... Was hard to find nutritional food products thousands of emails that have come in... Could buy, a series of video essays taking analytical dives in to films are available including crisp., nutrition, and healthy living set to make $ 900,000 in sales in 2018 throughout the country random!, and made a profit of $ 120,000 and get instant feedback that have come in. Endeavour that hes managed to land a distribution deal with Whole Foods, on 9/29/10, 25-Year-Old. And also improves insulin in the twelfth episode of the two, the better R & D youre going get... Mark intervened, citing that Mush offered superior quality and convenience over food...