Agree with everyone other than bell regarding cannibalization.. I lift everyday during the week and it is a struggle to get the amount of protein in required through normal foods. I have bars for a snack at work I have a shake I drink on the way to work for my 30-40min commute and one usually after my workout. If anything the cannibalization would be very very minimal, its like saying coke would never grow because they put bottles and cans in convenience stores. COCOCO Protein, Rtd amino 1 and combat bars are likely higher margin products too so ppl buying these instead would be a good thing.
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