The beverage industry has long been trying to innovate and bring new products to the market in order to diversify the portfolio of products that are on the shelf for Canadians, but also to continue to drive the lowering of calories in the choices that Canadians can make.
The great thing about the changing of this regulation is that we're not trying to push a rock uphill. Health Canada agrees with our position, which is that we are the only country that regulates the front-of-pack sweetener regulation. The answer we consistently get is that we need to find the right time and the right package of changes to implement in getting rid of this regulation.
I think it was brought in as a stopgap measure, as sometimes regulations are when new products hit the market. It's not a sexy change. It's not something that's top of mind for people, but it's very important for our industry as we try to get consumers more attracted to low- and no-calorie products.