So as you think about out of aisle display, we’re a really good category for those things because it then drives people down the aisle, get shoppers in there, builds their market basket. So that behavior was true through all COVID and we’re seeing that behavior continue. In fact, it’s part of our category management story. This is an important — this is important category for you in this aisle and we have two of the premier lifestyle brands that bring people to the aisle.
John Baumgartner: Thank you, Joe. Appreciate it.
Joe Scalzo: You’re welcome. Have a good day.
Operator: Our next question comes from the line of Pamela Kaufman with Morgan Stanley. Please proceed with your question.
Pamela Kaufman: Hi, good morning.
Joe Scalzo: Good morning.
Shaun Mara: Good morning.
Pamela Kaufman: Just a question on Atkins. You mentioned that the buy rates are down year-on-year. Given that mobility is improving and has continued to improve and you are now comparing against periods of lower Atkins buy rates, why are they continuing to move down? And how are you thinking about stimulating Atkins purchasing going forward among
Joe Scalzo: That’s a good question. Thank you. Right in my wheelhouse. I love these questions. So, first and foremost, the overall health of the brand is strong. Our ability to grow buyers has continues to be simply outstanding. So we feel very comfortable household penetration, total number of buyers, total of new buyers. People are coming to the brand and that’s really important. So during COVID, buy rate was driven by snacking behavior changes. And we’ve seen a rebound kind of from the worst part of those snacking behavior changes effect on buy rates and now our buy rate is almost flat. The driver of the buy rate — and we’ve seen a rebound on bars. So it’s — we’re not facing any of the not working bar decline issues. We’re seeing self-inflicted issues around the mix of our business.
So if you look at what’s growing on the brand right now, it’s strong shape growth, strong chip growth. Relative to bars, those are all from a unit purchase standpoint trade down in service. So bars are five pack or in eight pack, the chip is a single, the shake is a four pack. So we’re end — we have a mix issue with the business and it’s around the pipeline of innovation that we’ve got. We got to get back in the bar innovation business. We got to fill out our pipeline there. That work is underway. As we move through the spring and the summer, we would expect those trends to improve as products hit the marketplace. But it’s — we don’t have a COVID work issue anymore. We don’t have a COVID issue. We don’t have a bar issue driven by snacking behavior.
We have an innovation pipeline mix issue in the business that we need to fix. And it’s a good quality problem to have because we’re bringing in a lot of people to the brand right now. So we just got to get our mix better.
Pamela Kaufman: Got it, that makes sense. That’s helpful. And then my second question is just on e-commerce and just generally growth and unmeasured channels. You continued to see strong performance in e-commerce and Amazon, in particular. What’s driving that? And how are you thinking about e-commerce growth in the second half given you have tougher comparisons in that channel?
