CALL INVITE -> New Best Idea Short SMPL

Simply Good Foods recently acquired OWYN, a plant-based protein shake brand. Demand in the protein shake category has been one of the strongest in beverages. The acquisition comes at a high valuation and adds complexity for the company. Several companies, including Coca-Cola, BellRing Brands, and PepsiCo, have added capacity or are building capacity in protein shakes to chase the demand. Fairlife, Muscle Milk, and Orgain have plant-based/lactose-free RTD shake offerings and more will follow. The larger companies have more robust distribution networks and relationships with retailers than Simply Good Foods.

Does Simply Good Foods have a better management team, does its brands have more heat, and does the company have the financial resources to succeed in the category? Integrating OWYN is a purposeful distraction while the Atkins brand struggles in retail. The new acquisition is intended to offset the Atkins melting ice cube. How long before the company's core brand, Quest, becomes another melting ice cube?