The time is now QUEST Nutrition…or risk getting cooked! In this latest episode, I'll utilize the Q4 2025 Simply Good Foods Company (NASDAQ: SMPL) financial statements, earnings call, and supplemental presentations for my expanded strategic commentary around convenient nutrition market dynamics and trends. In fiscal Q4 2025, Atkins Nutritionals brand dragged down the overall portfolio performance, but Quest Nutrition (up 11% YoY) and OWYN (up 14% YoY) beat categorical competitors in tracked and untracked combined channel retail takeaway. What's at the heart of the Quest Nutrition success? Quest Nutrition is still known for the original Quest Bar. And that means the company needs the bar business to be healthy for any of this innovation risk to make sense. But Quest Nutrition has proven it's one of the few brands that can successfully extend across multiple product forms...and its customer base expects them to come into an indulgent snacking category and flip it into great tasting (high protein, low sugar) offerings. The snacks segment of Quest Nutrition, which now accounts for half of all retail sales...and if we analyze one layer deeper, the salty side of the Quest snacks segment had quarterly retail takeaway growth of about 31%. And after representing only 20% of the total Quest Nutrition retail sales three years ago, “salty snacks” is on target to become the largest product platform by the end of fiscal year 2026. Yet, Quest Nutrition is arguably only scratching the surface of this multibillion-dollar (Simply Good Foods redefining) level of opportunity! BUT…and there’s always a “but” which is the emerging competition from notable large “salty snacks” brand portfolios like PepsiCo (Frito Lay) that just announced the protein-ification of its expansive packaged food and beverages product portfolio, don’t instantly think it’s “game over” for Quest Nutrition. It does (in fact) bring a slew of challenges…but also increases the overall “salty snacks” opportunity for Quest Nutrition. Also, I examine what's causing the weak brand performance at Atkins and explain which actions the company is taking to change it. The most difficult task has been flipping the historical Atkins brand messaging from this negative “restriction diet” emphasis to its nutritional snacking products being viewed as a more positive, proactive convenient foundational nutrition focus. Moreover, Atkins must contend with dramatically changing behavior in the “weight management” consumer cohort (a major cause of this change has been the rise of GLP-1 weight loss pharmaceuticals). And then, OWYN retail takeaway growth came from a balance of distribution gains and velocity growth. Moreover, OWYN has significantly accelerated performance across all major sales channels (including ecommerce) and all key retail customers. Finally, I'll explore how Quest Nutrition should combat this defensive move by Big CPG, as what got them to the first billion in retail sales…won’t get them to the next multibillion-dollar goal.