Exactly. Premier protein is a protein shake company not a therapeutic product but people don't care. They grew from 0-400 mill with little to no marketing money spent and keeping their price down. Abbott is spending millions and losing market share.
If you think Ensure making a higher Protein product is the answer to your problems keep dreaming. Ensure will forever be associated with old sick people because that's the people that have used it for the last 40 years. It won't appeal to the mass markets because of the brand recognition(which is why premier protein has been so successful). It would
Be like depends underwear trying to make regular underwear like Hanes, fruit of loom etc. for people in their 20s 30s and 40s.. not a smart move. Should have private labeled if anything at all.
And yes TPC is all politics.