KEHO is leading the creation of a new category of savory snack bites. It is incremental as it is premiumizing existing commodity savory occasions e.g., nuts and packaging existing consumer behaviors e.g., making a quick snack. KEHO is premium priced to reflect it's innovativeness (it is HARD to bind whole food without sugar or eggs!) and the quality of it's ingredients, for example there is no other pizza flavor 'bar' out there and each of the ingredients is curated from around the world. It sits in the largest most profitable fastest moving category of savory snacks, at the intersection of the arguably hottest trends of plant-based and keto eating.