Whether dumping Tapatio into its whey protein or getting the most famous British girl group to become advisors is the ultimate answer…THG Nutrition must do something to “spice up” its strategy! THG (aka the company formerly known as The Hut Group) recently updated the public markets by releasing its 2024 Q4 interim trading statement. I’ll be utilizing that financial information, along with notes I took listening to the earnings conference call, and any relevant publicly disclosed information to obviously update you on the recent performance of THG Nutrition division that includes the world's largest online sports nutrition brand MyProtein, but also utilize everything to provide insights surrounding the global supplement markets. For those unaware, after the THG Ingenuity demerger...THG would now be described as a global, cash generative, health and wellness consumer brands group. During the fourth quarter of 2024, divisional revenue for THG Nutrition was approximately $181 million, which was down 9.5% YoY. If we look at entire full-year of 2024, THG Nutrition didn’t perform much better…generating revenue of approximately $722 million, which was down 8.7% YoY. So, what’s up with these poor growth rates when the overall global supplement market continues to grow? I'll dive into several strategic decisions impacting MyProtein including: its global digital sales channel strategy and retail partnerships in physical retail, and let’s just say A LOT is riding on the success of the MyProtein global rebrand. Early results of the biggest rebrand in the 20-year history of MyProtein is said to be promising with brand awareness, consideration, and perception all demonstrating YoY improvements. More importantly though…THG Nutrition leadership needs to pay close attention to key commercial metrics over the next year because to continue moving upstream in positioning (and unlocking sales channel diversification opportunities within the American market) it needs to ensure this rebranding decision is well received by and generates brand affinity with those less price-sensitive customers. But the final portion of my latest first principles thinking content will analyze how the THG Ingenuity demerger will directly (and potentially indirectly) impact THG Nutrition. With the projected significantly improved free cashflow profile, providing MyProtein with expansive strategic optionality...I'm examine likely areas of benefit like increased brand marketing investments and offsetting whey protein commodity market price inflation that has been happening over the last year.