### Comment:
I think you underestimate brand power and actually how much of a better product they make. It’s considerably better than Bubly and other seltzers. I agree competition is inevitable but the major players are on their heels right now at making a dent in market share, and fizz continues to flourish with increased online and brick and mortar presence. Buy puts if you disagree, I am just sharing some insight.

### REPLY:
The brand power is good but it's nothing like Coke or Apple. No, La Croix is not significantly better than any other sparkling waters out there. Speaking from my own experience, I've taken cases of La Croix off my shopping cart and replaced them with Safeway brand waters when I saw they were less expensive. The flavor of the two products are indistinguishable. I'm not making a bull case for FIZZ, I'm just keeping the discussion realistic.

### END.