And that’s a lot of hard work in the trenches. And then I’d say, we’re very much in a place right now where we feel like we’re at the right price. So, good quality product at the right price. I saw your question. I wanted to give you some evidence of that being true from the marketplace and maybe one piece of data that we can point to, if you look at the private label lightweight business, where we have a commanding share and you look at the private label business in heavyweight, the share of private label, again, where we have a commanding share in lightweight is almost double that of the share that other private label providers have in heavyweight. And we think that is perfect evidence of winning in the marketplace and that strong consumer value that we’ve got.
On private label, and I’d say branded similarly, really no different. We’re very pleased with our product, and we’re very pleased with our price gaps. Tactically, I would say, our price gaps percentage-wise are back to – pricing has been an adventure in the marketplace and an adventure on shelf and it’s bounced around stabilizing a little bit. We’re stabilizing at gaps where we’ve seen success and share growth in the marketplace historically. From a percentage basis, but as prices have gone up, those price gaps from a dollar perspective are actually a little bit bigger. So, percentage about the same, dollar wise, a little bit bigger, and we think that’s also work in our favor, and that’s why we’re seeing really modest share growth on the branded side and fairly significant share growth on the private label side.
So, distribution is tied to that. If you’re growing velocity and growing share, it’s easier to put on distribution, obviously. And I think – and we are putting out a fair amount of distribution on the private label side of the business, put on good distribution in the dollar channel over the last 12 months, 18 months, for instance, and that’s a channel that’s winning. So, as you grow distribution there, you have a bit of a tailwind. On the branded side, I’d say, we’re probably holding serve from a distribution perspective, but we’re holding serve we’re most developed, and this is strategic and purposeful and as years of good work, we’re winning with – or we’re doing the best with folks that are winning in the marketplace that are retailers that are growing share.
And that’s probably no coincidence, those tend to be retailers that are sharp on value, and we have a value brand, and that’s more important in the marketplace right now with cost pressures on the consumer probably as it’s ever been. So, we’re winning with the right folks on the branded side and again, seeing some modest share growth as we build margins as a result.
Leslie Garber: Great. Thanks, Chris. I’m going to turn it back to Wade to answer a question from Ethan Star. How are the various trials of Amlan products with potential customers going? And how long is it before a purchase decision is made?
Wade Robey: Yes. Thank you, Ethan. So, as I mentioned a moment ago in one of my previous answers, the trials have been pretty much uniformly positive over the – really across the globe as we’ve not only tested our existing products with new customer opportunities or our new products in the marketplace that we’re launching. When you look at the typical cycle time from maybe first call trial to successful sale, it can differ pretty significantly, depending upon the size of the company, whether they’re vertically integrated or not. But typically, in a new trial situation, it may take six months, nine months to work through a trial and then get to a successful sale. That may seem like a long time, but when you look at a lot of these large, again, vertically integrated companies, many of them are global in their business.
