1 00:00:02,208 --> 00:00:04,708 - [Narrator] Today's kids enjoy an endless selection 2 00:00:04,708 --> 00:00:09,000 of lunch options from a rainbow of fruit snacks, 3 00:00:09,000 --> 00:00:12,417 to sandwiches for every preference imaginable. 4 00:00:12,417 --> 00:00:15,042 - Lunch is much more than just food. 5 00:00:15,042 --> 00:00:17,125 Often, it's the highlight of your day. 6 00:00:17,125 --> 00:00:20,208 [school bell rings] 7 00:00:20,208 --> 00:00:23,042 - [Narrator] Yet less than 75 years ago, 8 00:00:23,042 --> 00:00:25,667 lunch was an unappetizing necessity. 9 00:00:27,083 --> 00:00:30,958 - Lunch was what dinner was the night before. 10 00:00:30,958 --> 00:00:32,750 - Kids just ate what the adults ate. 11 00:00:32,750 --> 00:00:35,000 So if parents were having meatloaf, 12 00:00:35,000 --> 00:00:36,917 they were eating meatloaf. 13 00:00:36,917 --> 00:00:38,000 - [Narrator] Until a spark from 14 00:00:38,000 --> 00:00:39,917 enterprising food visionaries. 15 00:00:39,917 --> 00:00:41,583 - Behold, the future 16 00:00:43,167 --> 00:00:45,583 - [Narrator] Fuels a surge of unexpected innovations 17 00:00:45,583 --> 00:00:47,375 across four decades. 18 00:00:47,375 --> 00:00:48,792 [dramatic music] 19 00:00:48,792 --> 00:00:50,875 - Now you have ham and cheese, baloney and cheese, 20 00:00:50,875 --> 00:00:52,042 turkey and cheese. 21 00:00:52,042 --> 00:00:53,750 The common denominator, cheese. 22 00:00:55,083 --> 00:00:57,958 - There was nothing else like it on the market. 23 00:00:57,958 --> 00:01:00,292 Was a huge gaping hole in hindsight 24 00:01:00,292 --> 00:01:02,542 waiting to be filled by someone. 25 00:01:02,542 --> 00:01:05,083 - [Narrator] Culminating in inventive products 26 00:01:06,042 --> 00:01:07,958 that kids not only want to eat... 27 00:01:07,958 --> 00:01:11,750 - He had one of the most brilliant ideas 28 00:01:11,750 --> 00:01:14,708 in American lunch history. 29 00:01:14,708 --> 00:01:16,167 - [Narrator] But enjoy. 30 00:01:16,167 --> 00:01:19,292 - This is literally Disneyland in a box. 31 00:01:19,292 --> 00:01:23,417 - [Narrator] Turning lunch into a $20 billion industry. 32 00:01:24,667 --> 00:01:27,750 - These giants will reverberate through the history 33 00:01:27,750 --> 00:01:29,833 of kids' lunches forever. 34 00:01:31,667 --> 00:01:34,375 [dramatic music] 35 00:01:53,000 --> 00:01:54,875 - [Narrator] After World War II, 36 00:01:54,875 --> 00:01:58,292 elementary school populations are rapidly growing. 37 00:01:59,708 --> 00:02:02,250 - The post-war baby boom is ridiculous. 38 00:02:02,458 --> 00:02:05,208 Every year, 3.5 million babies are born. 39 00:02:05,208 --> 00:02:07,958 That's 60% higher than previous generations. 40 00:02:07,958 --> 00:02:11,208 So now schools have to deal with this massive influx of kids 41 00:02:11,208 --> 00:02:13,042 and all the questions that raises, 42 00:02:13,042 --> 00:02:15,333 like how to staff the classrooms, 43 00:02:15,333 --> 00:02:17,042 how to make the classrooms big enough 44 00:02:17,042 --> 00:02:19,625 and what and how they're being fed. 45 00:02:21,375 --> 00:02:23,292 - [Narrator] Many students don't have the option 46 00:02:23,292 --> 00:02:24,750 to buy lunch at school. 47 00:02:26,417 --> 00:02:27,792 - If you did have school lunch, 48 00:02:27,792 --> 00:02:30,625 it was usually some sort of meat product 49 00:02:30,625 --> 00:02:33,333 with a side of vegetables and a starch, 50 00:02:33,333 --> 00:02:35,250 you know, potato or bread 51 00:02:35,250 --> 00:02:37,208 that was so awful, 52 00:02:37,208 --> 00:02:40,500 a lot of parents chose to send their kids to school 53 00:02:40,500 --> 00:02:42,500 with a lunch that they packed at home. 54 00:02:43,625 --> 00:02:45,708 - [Narrator] Even lunches carried from home 55 00:02:45,708 --> 00:02:47,083 have their flaws. 56 00:02:47,083 --> 00:02:50,208 - Lunch was what dinner was the night before. 57 00:02:50,208 --> 00:02:51,333 It was a sequel. 58 00:02:51,333 --> 00:02:54,708 It was dinner 2.0 if you will. 59 00:02:54,708 --> 00:02:56,458 - Parents were sending their kids to school 60 00:02:56,458 --> 00:02:59,667 with last night's pork chops or deviled eggs. 61 00:02:59,667 --> 00:03:01,375 People were experimenting with sandwiches 62 00:03:01,375 --> 00:03:04,375 by combining dried beef and cream cheese 63 00:03:04,375 --> 00:03:07,208 or pickled liverworts with olives and mayo. 64 00:03:07,208 --> 00:03:09,875 If you were lucky, you got plain baloney. 65 00:03:11,667 --> 00:03:14,625 - [Narrator] But in 1950, a new food combination 66 00:03:14,625 --> 00:03:16,750 is grabbing the attention of kids. 67 00:03:17,750 --> 00:03:19,708 - After World War II, 68 00:03:19,708 --> 00:03:21,875 peanut butter and jelly was this new 69 00:03:21,875 --> 00:03:25,458 sort of sandwich filling for lunch for children, 70 00:03:25,458 --> 00:03:27,458 but a sandwich at the time is not really 71 00:03:27,458 --> 00:03:29,417 how we think about it today. 72 00:03:29,417 --> 00:03:32,250 People were not necessarily cutting up cheese 73 00:03:32,250 --> 00:03:33,625 and putting it on sandwiches. 74 00:03:34,792 --> 00:03:36,208 [dramatic music] 75 00:03:36,208 --> 00:03:38,417 - [Narrator] And one executive is wondering 76 00:03:38,417 --> 00:03:40,792 how to capitalize on lunch. 77 00:03:42,125 --> 00:03:44,042 He's recently become the vice president 78 00:03:44,042 --> 00:03:45,917 of the world's largest cheese company. 79 00:03:47,875 --> 00:03:50,500 His name is Norman Kraft. 80 00:03:50,500 --> 00:03:54,375 - It's hard to overstate the significance of Kraft 81 00:03:54,375 --> 00:03:56,417 as a food company. 82 00:03:56,417 --> 00:03:59,417 There is no modern day equivalent in the world of food. 83 00:03:59,417 --> 00:04:03,833 They did tens of millions of dollars a year in annual sales, 84 00:04:03,833 --> 00:04:07,458 they sold a million pounds of cheese a day 85 00:04:07,458 --> 00:04:12,208 and their whole business hinged on this processed cheese 86 00:04:12,208 --> 00:04:14,625 that was essentially a shelf stable product. 87 00:04:17,208 --> 00:04:19,000 - [Narrator] The company's visionary founder, 88 00:04:19,000 --> 00:04:22,292 James L. Kraft, has just retired, 89 00:04:22,292 --> 00:04:24,083 leaving his younger brother, Norman, 90 00:04:24,083 --> 00:04:26,292 to continue the legacy. 91 00:04:26,292 --> 00:04:28,708 - The guy's last name is Kraft. 92 00:04:28,708 --> 00:04:31,583 That carries a lot of pressure and a lot of responsibility, 93 00:04:31,583 --> 00:04:35,625 and he feels the pressure of living up to that family name. 94 00:04:37,042 --> 00:04:38,750 - [Secretary] Pardon me, Mr. Kraft. 95 00:04:40,000 --> 00:04:41,125 - Here, please. 96 00:04:41,125 --> 00:04:42,917 - [Narrator] Now Kraft is determined 97 00:04:42,917 --> 00:04:45,500 to bring cheese into the future. 98 00:04:45,500 --> 00:04:47,375 - Norman started out in research and development 99 00:04:47,375 --> 00:04:50,042 and has been deeply obsessed with innovating cheese. 100 00:04:50,042 --> 00:04:53,708 But back, then Kraft sells its product in five pound, 101 00:04:53,708 --> 00:04:57,417 half pound, and one pound cartons and cans 102 00:04:57,417 --> 00:05:00,250 and it's mainly used for baking and putting it in recipes. 103 00:05:02,042 --> 00:05:03,333 - Can you get the lights? 104 00:05:03,333 --> 00:05:04,792 - [Secretary] Of course, sir. 105 00:05:06,042 --> 00:05:09,208 [intense music] 106 00:05:09,208 --> 00:05:11,917 - Now Norman Kraft is left to his own devices 107 00:05:11,917 --> 00:05:14,167 and he's got his own ambitions. 108 00:05:14,167 --> 00:05:18,375 The thing he wants to really bring to people is convenience. 109 00:05:19,792 --> 00:05:21,750 - [Narrator] To make cheese simpler, 110 00:05:21,750 --> 00:05:24,333 Kraft is developing a product he hopes will be 111 00:05:24,333 --> 00:05:25,500 a lunchtime hit, 112 00:05:27,042 --> 00:05:29,917 prepackaged sliced cheese. 113 00:05:29,917 --> 00:05:33,792 - Norman Kraft really saw this as like a major innovation 114 00:05:33,792 --> 00:05:36,042 that could hugely grow the sales of the company 115 00:05:36,042 --> 00:05:38,000 because if cheese was pre-sliced, 116 00:05:38,000 --> 00:05:40,500 people could start to make sandwiches out of it. 117 00:05:43,208 --> 00:05:45,792 - Pre-sliced bread has literally blown up 118 00:05:45,792 --> 00:05:47,875 in the bread market, it has created sandwiches. 119 00:05:47,875 --> 00:05:51,042 The thing about sliced bread entering and changing 120 00:05:51,042 --> 00:05:52,292 the whole sandwich market 121 00:05:52,292 --> 00:05:53,875 is it just made it convenient, right? 122 00:05:53,875 --> 00:05:57,208 Peanut butter, mayonnaise, deli slices, 123 00:05:57,208 --> 00:05:58,083 everything was easy. 124 00:05:58,083 --> 00:06:00,542 Cheese, not convenient. 125 00:06:01,625 --> 00:06:03,583 - In the middle of the 20th century, 126 00:06:03,583 --> 00:06:07,333 people put butter on sandwiches and meat on sandwiches, 127 00:06:07,333 --> 00:06:09,583 but they didn't really put cheese on sandwiches. 128 00:06:09,583 --> 00:06:11,667 That's like not a thing that people did. 129 00:06:13,500 --> 00:06:15,042 - [Narrator] Kraft believes the efficiency 130 00:06:15,042 --> 00:06:18,958 of pre-sliced cheese will make it a breakthrough product 131 00:06:18,958 --> 00:06:21,958 and prove he can continue to grow the company 132 00:06:21,958 --> 00:06:23,625 without his brother. 133 00:06:25,250 --> 00:06:28,292 Yet they've hit a snag during development. 134 00:06:28,292 --> 00:06:30,792 Simply slicing blocks of cheese 135 00:06:30,792 --> 00:06:33,125 is producing a substandard product. 136 00:06:33,125 --> 00:06:36,542 - When you cut it, it was very crumbly, it was very dry, 137 00:06:36,542 --> 00:06:39,958 and it was not conducive to being sliced. 138 00:06:39,958 --> 00:06:41,750 So even at home, 139 00:06:41,750 --> 00:06:44,958 people couldn't make a nice even consistent piece of it 140 00:06:44,958 --> 00:06:48,792 because the texture by and large was too dry. 141 00:06:48,792 --> 00:06:50,875 - [Narrator] Kraft realizes that in order to create 142 00:06:50,875 --> 00:06:53,625 uniform slices that won't dry out, 143 00:06:53,625 --> 00:06:57,292 they need to be cut before the cheese solidifies. 144 00:06:57,292 --> 00:06:58,875 - The problem Norman is facing 145 00:06:58,875 --> 00:07:01,333 is that the processed cheese is still hot 146 00:07:01,333 --> 00:07:03,417 and very much a liquid. 147 00:07:03,417 --> 00:07:05,417 Trying to slice this cheese before it's packaged 148 00:07:05,417 --> 00:07:08,208 is like trying to slice molten lava. 149 00:07:08,208 --> 00:07:10,958 - [Narrator] After working for months to solve the problem, 150 00:07:10,958 --> 00:07:13,708 the scientists at Kraft finally come up 151 00:07:13,708 --> 00:07:15,542 with a groundbreaking solution. 152 00:07:18,875 --> 00:07:20,708 - They figured out a way to modify the temperature 153 00:07:20,708 --> 00:07:23,208 of the cheese by quickly cooling it in a big sheet. 154 00:07:23,208 --> 00:07:25,708 This makes it way easier to slice. 155 00:07:25,708 --> 00:07:28,500 So they pour the cheese over a large cooled 156 00:07:28,500 --> 00:07:30,000 stainless steel surface. 157 00:07:31,292 --> 00:07:32,625 To ensure the cheese is level, 158 00:07:32,625 --> 00:07:33,750 he flattens it out 159 00:07:35,792 --> 00:07:38,667 and then he slices the cheese into three inch squares. 160 00:07:39,917 --> 00:07:41,750 - It's important for Norman to have the cheese 161 00:07:41,750 --> 00:07:44,208 be the perfect size and shape 162 00:07:44,208 --> 00:07:46,875 to fit onto pre-sliced bread slices 163 00:07:46,875 --> 00:07:50,042 because bread slices have become a standardized size 164 00:07:50,042 --> 00:07:51,708 to fit into modern toasters. 165 00:07:54,083 --> 00:07:55,958 - [Narrator] Norman Kraft's innovative 166 00:07:55,958 --> 00:08:00,583 pre-sliced processed cheese is the first of its kind. 167 00:08:00,583 --> 00:08:04,292 He brands the new creation Kraft Deluxe. 168 00:08:04,292 --> 00:08:07,708 - It's revolutionary, it is eight slices of cheese 169 00:08:07,708 --> 00:08:09,500 in a block format. 170 00:08:09,500 --> 00:08:10,875 You open the package 171 00:08:10,875 --> 00:08:13,792 and you can have eight individual slices of cheese. 172 00:08:14,542 --> 00:08:15,750 [dramatic music] 173 00:08:15,750 --> 00:08:18,125 - [Narrator] After its initial launch however, 174 00:08:18,125 --> 00:08:20,125 Kraft Deluxe pre-sliced cheese 175 00:08:22,208 --> 00:08:23,042 is a flop. 176 00:08:24,542 --> 00:08:26,542 - Unfortunately, the whole marketing behind it 177 00:08:26,542 --> 00:08:28,958 is sort of lost when you look at the sliced cheese 178 00:08:28,958 --> 00:08:31,750 and it just looks like a block of cheese 179 00:08:31,750 --> 00:08:34,667 - [Narrator] Sales in 1950 are down nearly $8 million 180 00:08:36,042 --> 00:08:37,458 from just two years prior. 181 00:08:38,875 --> 00:08:42,167 - Norman is determined that sliced cheese will be a success, 182 00:08:42,167 --> 00:08:45,167 even if it means starting over again from scratch. 183 00:08:46,250 --> 00:08:47,500 - [Narrator] As Kraft figures out 184 00:08:47,500 --> 00:08:49,750 how to popularize sliced cheese, 185 00:08:52,000 --> 00:08:55,042 in New York City, a small family run bakery 186 00:08:55,042 --> 00:08:58,042 called Joseph Shalhoub and Sons has been selling 187 00:08:58,042 --> 00:09:01,792 Middle Eastern sweets since the turn of the century. 188 00:09:01,792 --> 00:09:04,625 - Louis Shalhoub was 12 years old when he started working 189 00:09:04,625 --> 00:09:07,417 at the shop with his dad, Joseph, 190 00:09:07,417 --> 00:09:09,708 and Louis was a very talented baker. 191 00:09:10,542 --> 00:09:12,625 - Louis, a customer. 192 00:09:12,625 --> 00:09:14,583 - It was very clear that he had a gift 193 00:09:14,583 --> 00:09:17,875 for making confections, which included making 194 00:09:17,875 --> 00:09:21,417 filo pastry by hand for baklava and bird's nest. 195 00:09:21,417 --> 00:09:22,708 - Hi. 196 00:09:22,708 --> 00:09:24,833 - [Narrator] Shalhoub's shop is small, 197 00:09:24,833 --> 00:09:26,750 but popular with locals 198 00:09:26,750 --> 00:09:30,792 thanks to an uncommon imported item called amardeen. 199 00:09:33,167 --> 00:09:36,708 - Amardeen is a very traditional Syrian confection. 200 00:09:36,708 --> 00:09:40,042 It's apricot's pureed with sugar, 201 00:09:40,042 --> 00:09:42,458 sun dried in sheets. 202 00:09:42,458 --> 00:09:45,083 It's basically a big sheet of apricot. 203 00:09:45,083 --> 00:09:47,042 We call it fruit leather 204 00:09:47,042 --> 00:09:49,458 and customers would just come into the store 205 00:09:49,458 --> 00:09:51,208 and he'd snip off a piece for them. 206 00:09:55,542 --> 00:09:56,542 - Thank you. 207 00:10:00,042 --> 00:10:01,833 - [Narrator] But Louis Shalhoub's ambition 208 00:10:01,833 --> 00:10:04,833 stretches far beyond a neighborhood bakery. 209 00:10:05,583 --> 00:10:07,708 - So Louis Shalhoub went off 210 00:10:07,708 --> 00:10:10,708 to bravely serve the United States in the Korean War. 211 00:10:10,708 --> 00:10:15,083 When he returned, he went back into the family business. 212 00:10:15,083 --> 00:10:17,500 - He's seen more of the world than his father 213 00:10:17,500 --> 00:10:18,750 and his grandfather did 214 00:10:18,750 --> 00:10:20,583 and he sees different opportunities. 215 00:10:21,750 --> 00:10:23,000 - [Narrator] And now the store that's been run 216 00:10:23,000 --> 00:10:25,625 by the Shalhoub's for three generations 217 00:10:25,625 --> 00:10:27,667 is not enough for Louis. 218 00:10:29,333 --> 00:10:32,875 - Louis has this dream to take their business beyond retail, 219 00:10:32,875 --> 00:10:35,833 but his father is happy with the pace of their shop 220 00:10:35,833 --> 00:10:38,042 and he likes business the way it's always been. 221 00:10:39,875 --> 00:10:41,792 - [Narrator] Shalhoub's desire for change 222 00:10:41,792 --> 00:10:44,083 will give rise to a new food category 223 00:10:46,542 --> 00:10:48,333 worth over $16 billion. 224 00:10:49,667 --> 00:10:52,375 [intense music] 225 00:10:53,958 --> 00:10:57,542 But first, he'll have to turn a Middle Eastern specialty 226 00:10:57,542 --> 00:11:00,375 into a kid's lunch classic. 227 00:11:00,375 --> 00:11:02,625 [dramatic music] 228 00:11:08,875 --> 00:11:11,917 After years of working for his father at their bakery, 229 00:11:11,917 --> 00:11:15,708 Louis Shalhoub suddenly finds himself at the helm 230 00:11:15,708 --> 00:11:17,292 of their family business. 231 00:11:17,292 --> 00:11:20,292 Thrust into leadership after the passing of his father, 232 00:11:20,292 --> 00:11:23,167 Joseph in 1959. 233 00:11:23,167 --> 00:11:26,375 - This is a huge deal and a huge blow to the family business 234 00:11:26,375 --> 00:11:30,708 because Joseph has been running it since about 1920. 235 00:11:31,875 --> 00:11:34,167 So now all this responsibility of preserving 236 00:11:34,167 --> 00:11:35,958 both the Shalhoub family business 237 00:11:35,958 --> 00:11:38,208 and the Shalhoub family legacy, 238 00:11:38,208 --> 00:11:40,542 as well as championing these beautiful 239 00:11:40,542 --> 00:11:42,708 Syrian culinary traditions 240 00:11:42,708 --> 00:11:45,083 all fall on Louis's shoulders. 241 00:11:48,333 --> 00:11:49,708 [intense music] 242 00:11:49,708 --> 00:11:51,417 - [Narrator] With few other options, 243 00:11:53,333 --> 00:11:56,792 Shalhoub opts to continue running his family's bakery. 244 00:11:58,167 --> 00:12:00,208 - Hi, two sheets of amardeen, please. 245 00:12:00,208 --> 00:12:03,042 - Oh, sorry, we're waiting for a delivery. 246 00:12:03,042 --> 00:12:05,542 - [Narrator] But their signature amardeen fruit product 247 00:12:05,542 --> 00:12:09,000 is becoming increasingly harder to import. 248 00:12:09,000 --> 00:12:10,875 - Lebanon and Syria are going through 249 00:12:10,875 --> 00:12:13,208 political upheaval and instability. 250 00:12:13,208 --> 00:12:16,000 Anyone trying to import products from the region 251 00:12:16,000 --> 00:12:17,000 would've been dealing with 252 00:12:17,000 --> 00:12:19,250 increasing logistical challenges. 253 00:12:20,750 --> 00:12:21,958 - [Narrator] Rather than waiting for imports 254 00:12:21,958 --> 00:12:23,833 to become available, 255 00:12:23,833 --> 00:12:27,208 Shaloub will make the amardeen fruit sheets himself. 256 00:12:31,875 --> 00:12:35,250 - This was a guy who loved to create things, 257 00:12:35,250 --> 00:12:37,917 but he's never made something like this before. 258 00:12:37,917 --> 00:12:40,208 And at this point, he's just experimenting. 259 00:12:40,208 --> 00:12:42,708 - [Narrator] Soon Louis learns the hard way 260 00:12:42,708 --> 00:12:45,125 why his father and grandfather before him 261 00:12:45,125 --> 00:12:48,000 had always opted to import the delicacy. 262 00:12:49,208 --> 00:12:51,458 - Now he was actually making it from scratch 263 00:12:51,458 --> 00:12:54,542 using dried fruit, and he was flattening them 264 00:12:54,542 --> 00:12:56,083 in a letter press 265 00:12:56,083 --> 00:12:57,875 and putting them on cellophane 266 00:12:57,875 --> 00:13:00,792 and hanging them from clotheslines. 267 00:13:00,792 --> 00:13:02,292 And that's how they were drying 268 00:13:02,292 --> 00:13:04,333 in the very early days. 269 00:13:04,333 --> 00:13:07,375 - They didn't have the money to spend on expensive equipment 270 00:13:07,375 --> 00:13:08,500 like food dehydrators. 271 00:13:08,500 --> 00:13:11,667 So they're relying on letting the fruit air dry. 272 00:13:11,667 --> 00:13:13,792 It's a labor intensive process. 273 00:13:13,792 --> 00:13:16,417 [intense music] 274 00:13:20,208 --> 00:13:22,167 - [Narrator] Shalhoub's first batch 275 00:13:22,167 --> 00:13:24,292 leads to a stunning revelation. 276 00:13:24,292 --> 00:13:28,375 His homemade amardeen is the best he's ever had. 277 00:13:28,375 --> 00:13:30,958 - It was packed with apricot flavor, 278 00:13:30,958 --> 00:13:33,750 chewy but not leathery like the imported stuff. 279 00:13:33,750 --> 00:13:35,167 It was a real treat to eat 280 00:13:35,167 --> 00:13:37,917 and potentially something it had never been before. 281 00:13:39,333 --> 00:13:42,375 - [Narrator] Suddenly, Shalhoub realizes this obscure snack 282 00:13:42,375 --> 00:13:46,000 might be the key to unlocking the dream he's been chasing. 283 00:13:47,417 --> 00:13:50,417 - His really big idea was to take amardeen, 284 00:13:50,417 --> 00:13:54,750 which is generally sold in bulky sheets 285 00:13:54,750 --> 00:13:57,875 that you have to snip to size for customers 286 00:13:57,875 --> 00:14:02,208 and turning it into an individually packaged snack. 287 00:14:02,208 --> 00:14:04,292 - [Narrator] Shalhoub believes that by selling amardeen 288 00:14:04,292 --> 00:14:05,958 in single servings, 289 00:14:05,958 --> 00:14:09,333 it could be a quick and easy way to snack on fruit. 290 00:14:12,125 --> 00:14:14,042 - And he thought, well, if I can make individualized 291 00:14:14,042 --> 00:14:16,125 fruit rolls and get it out into the world, 292 00:14:16,125 --> 00:14:17,750 there's probably more future in that 293 00:14:17,750 --> 00:14:20,958 than continuing this one small store. 294 00:14:20,958 --> 00:14:23,542 - [Narrator] But not only is amardeen a foreign concept 295 00:14:23,542 --> 00:14:24,792 to most Americans, 296 00:14:24,792 --> 00:14:27,875 nothing like it exists in grocery stores. 297 00:14:27,875 --> 00:14:29,208 - If someone wanted a fruit snack, 298 00:14:29,208 --> 00:14:30,667 what were they gonna give you? 299 00:14:30,667 --> 00:14:33,375 Like slices of apple, actual pieces of real fruit 300 00:14:33,375 --> 00:14:34,708 or maybe raisins. 301 00:14:34,708 --> 00:14:37,250 Let's be honest, who wants raisins? 302 00:14:38,542 --> 00:14:40,542 - [Narrator] And to turn his Middle Eastern fruit treat 303 00:14:40,542 --> 00:14:44,083 into an American brand, he'll first need to figure out 304 00:14:44,083 --> 00:14:46,250 how to produce it in bulk. 305 00:14:48,375 --> 00:14:51,875 At Kraft Foods after more than a decade on the market, 306 00:14:51,875 --> 00:14:54,208 the company's pre-sliced cheese blocks 307 00:14:54,208 --> 00:14:56,000 have still not caught on. 308 00:14:57,042 --> 00:15:01,083 By 1962, Norman Kraft is getting anxious. 309 00:15:02,208 --> 00:15:04,625 - His brother had processed cheese 310 00:15:04,625 --> 00:15:08,458 and it was an enormous game changing runaway success. 311 00:15:08,458 --> 00:15:10,792 And I think Norman was hoping pre-sliced cheese 312 00:15:10,792 --> 00:15:14,208 was gonna be the same thing for him, 313 00:15:14,208 --> 00:15:19,125 but it just wasn't and that was a real barrier to growth. 314 00:15:22,667 --> 00:15:25,208 [tray clanks] 315 00:15:25,208 --> 00:15:27,542 - Norman Kraft knows that all eyes are on him 316 00:15:27,542 --> 00:15:31,167 and he doesn't want to miss the boat on kids' lunches. 317 00:15:31,167 --> 00:15:34,375 He knows that this is a big opportunity 318 00:15:34,375 --> 00:15:36,417 and he knows that if he messes this up, 319 00:15:36,417 --> 00:15:40,708 he could be the reason that the empire crumbles. 320 00:15:40,708 --> 00:15:42,875 - [Narrator] Norman knows there's something about 321 00:15:42,875 --> 00:15:45,708 sliced cheese that's causing it not to sell. 322 00:15:45,708 --> 00:15:47,000 - Hold on one second. 323 00:15:48,458 --> 00:15:51,167 [intense music] 324 00:15:58,875 --> 00:16:01,167 - And he realized because of the packaging, 325 00:16:01,167 --> 00:16:04,208 people just didn't understand that it was pre-sliced. 326 00:16:04,208 --> 00:16:05,542 They can't tell by looking at it. 327 00:16:08,542 --> 00:16:12,042 - [Narrator] His realization will fuel a last ditch effort 328 00:16:12,042 --> 00:16:16,208 to sell America on the convenience of sliced cheese, 329 00:16:16,208 --> 00:16:20,458 changing not just cheese, but lunch as we know it. 330 00:16:35,875 --> 00:16:38,333 [intense music continues] 331 00:16:38,333 --> 00:16:41,667 As in New York, Louis Shalhoub has shuttered the bakery 332 00:16:41,667 --> 00:16:44,500 his family has been running for three generations 333 00:16:44,500 --> 00:16:47,625 to focus on wholesaling a homemade fruit treat 334 00:16:47,625 --> 00:16:49,417 few people have ever heard of. 335 00:16:50,667 --> 00:16:53,500 - Louis Shalhoub thinks that the abandoning the store 336 00:16:53,500 --> 00:16:57,542 is the way to take the family business to the next level. 337 00:16:57,542 --> 00:17:02,500 - Louis Shalhoub's decision to focus exclusively on amardeen 338 00:17:02,500 --> 00:17:03,625 was a big risk. 339 00:17:03,625 --> 00:17:05,833 There's nothing like that on the market 340 00:17:05,833 --> 00:17:07,625 and they didn't have a lot of money. 341 00:17:07,625 --> 00:17:10,792 So Louis putting all of his eggs in that basket 342 00:17:10,792 --> 00:17:11,667 was a big move 343 00:17:14,125 --> 00:17:17,417 - [Narrator] Despite the risks, Shalhoub forges ahead. 344 00:17:17,417 --> 00:17:20,292 - Louis gets this old fashioned pressing machine 345 00:17:20,292 --> 00:17:22,042 that allows him to press the apricots 346 00:17:22,042 --> 00:17:23,833 to a consistent thickness 347 00:17:23,833 --> 00:17:27,208 and it allows him to process more apricots at a time. 348 00:17:28,167 --> 00:17:29,667 - [Narrator] To brand this reimagined 349 00:17:29,667 --> 00:17:31,250 Middle Eastern delicacy, 350 00:17:31,250 --> 00:17:33,542 he gives it an original name... 351 00:17:35,542 --> 00:17:36,917 Joray. 352 00:17:36,917 --> 00:17:39,875 - Joray was a port manto 353 00:17:39,875 --> 00:17:43,708 of his two sons names, Joseph and Ray. 354 00:17:45,208 --> 00:17:46,667 [intense music] 355 00:17:46,667 --> 00:17:50,000 - [Narrator] In 1960 to introduce Joray Fruit Rolls, 356 00:17:50,000 --> 00:17:52,375 Shalhoub targets Middle Eastern communities 357 00:17:52,375 --> 00:17:55,250 who were familiar with amardeen. 358 00:17:55,250 --> 00:17:57,542 - They had a number of contracts in different grocery stores 359 00:17:57,542 --> 00:17:59,708 and supermarkets in the New York area 360 00:17:59,708 --> 00:18:01,250 and there was a market for it, 361 00:18:01,250 --> 00:18:02,708 people were interested. 362 00:18:02,708 --> 00:18:04,167 They found some loyal customers 363 00:18:04,167 --> 00:18:05,958 and it was kind of growing at that point. 364 00:18:05,958 --> 00:18:08,208 - It was amazing because it was a snack 365 00:18:08,208 --> 00:18:11,875 that wasn't like anything anyone else had. 366 00:18:11,875 --> 00:18:14,167 - It was very popular with the kids. 367 00:18:14,167 --> 00:18:17,125 They would wrap them around their thumbs 368 00:18:17,125 --> 00:18:19,417 and chew 'em and suck on 'em. 369 00:18:19,417 --> 00:18:21,417 - [Narrator] As sales of Joray surge, 370 00:18:21,417 --> 00:18:24,708 Shalhoub starts to recognize their potential 371 00:18:24,708 --> 00:18:26,542 for an even wider audience. 372 00:18:26,542 --> 00:18:29,542 - The next step for Louis is to expand beyond New York. 373 00:18:29,542 --> 00:18:31,500 He's confident that people will love 374 00:18:31,500 --> 00:18:34,250 his apricot fruit snacks as much as New Yorkers do, 375 00:18:34,250 --> 00:18:36,667 but he's gotta get to those other stores. 376 00:18:36,667 --> 00:18:39,167 - [Narrator] Fruit rolls will one day become a lunch staple 377 00:18:39,167 --> 00:18:40,792 all across the country 378 00:18:40,792 --> 00:18:43,333 all thanks to Louis, 379 00:18:43,333 --> 00:18:44,708 but not in the way he'd like. 380 00:18:46,208 --> 00:18:49,250 Back in Chicago, Norman Kraft has spent years 381 00:18:49,250 --> 00:18:53,042 trying to jumpstart sales of sliced cheese, 382 00:18:53,042 --> 00:18:56,417 and in 1965, he believes he's finally come up 383 00:18:56,417 --> 00:18:58,292 with a revolutionary solution. 384 00:18:59,542 --> 00:19:01,875 - He needs to be able to get the customer to see them 385 00:19:01,875 --> 00:19:03,958 as truly individual slices, 386 00:19:03,958 --> 00:19:08,292 but it'll require building and installing all new machinery 387 00:19:08,292 --> 00:19:10,000 for their factories. 388 00:19:10,000 --> 00:19:11,875 A very costly undertaking, 389 00:19:11,875 --> 00:19:13,417 especially when you consider 390 00:19:13,417 --> 00:19:15,833 that this is all to double down on an idea 391 00:19:15,833 --> 00:19:19,500 that by all financial measures, is not a winner. 392 00:19:19,500 --> 00:19:22,208 - The Hopper contains the cheese in a molten state, 393 00:19:23,333 --> 00:19:25,875 - [Narrator] But as the board is losing faith... 394 00:19:25,875 --> 00:19:27,167 - Stay with me guys. 395 00:19:27,167 --> 00:19:29,167 - [Narrator] Kraft mounts one final effort 396 00:19:29,167 --> 00:19:30,875 to save sliced cheese. 397 00:19:30,875 --> 00:19:34,292 - You hear cheese slice today and it's a no brainer. 398 00:19:34,292 --> 00:19:37,250 You picture the yellow orange square 399 00:19:37,250 --> 00:19:39,083 wrapped up in its little plastic wrap 400 00:19:39,083 --> 00:19:41,000 and you know what that means. 401 00:19:41,000 --> 00:19:42,542 Back then, people had no idea. 402 00:19:44,708 --> 00:19:47,833 - Turn off the projector, turn on the lights, please. 403 00:19:47,833 --> 00:19:50,542 [intense music] 404 00:19:54,708 --> 00:19:59,667 Behold, the future. 405 00:20:00,875 --> 00:20:03,667 - [Narrator] He'll individually wrap every single slice. 406 00:20:05,833 --> 00:20:09,750 - Suddenly you've got this very obvious pre-sliced cheese, 407 00:20:09,750 --> 00:20:11,375 it didn't stick together. 408 00:20:11,375 --> 00:20:12,417 You know, you could even just take it out 409 00:20:12,417 --> 00:20:14,042 and just handle it. 410 00:20:14,042 --> 00:20:16,083 It's not gonna melt in your hand, nothing, it's not messy, 411 00:20:16,083 --> 00:20:17,375 it's wrapped in plastic. 412 00:20:17,375 --> 00:20:20,208 It's perfect and it solved a huge problem. 413 00:20:20,208 --> 00:20:21,958 - That is really the moment 414 00:20:21,958 --> 00:20:24,500 where the innovation of the cutting 415 00:20:24,500 --> 00:20:27,500 and the innovation of the packaging come together. 416 00:20:27,500 --> 00:20:30,500 - [Narrator] In 1965, with the approval of the board, 417 00:20:30,500 --> 00:20:32,667 Kraft becomes the first company 418 00:20:32,667 --> 00:20:36,417 to sell individually wrapped slices of cheese, 419 00:20:36,417 --> 00:20:39,208 known as Kraft Singles. 420 00:20:40,708 --> 00:20:42,375 - We talk a lot about the best thing since sliced bread. 421 00:20:42,375 --> 00:20:45,875 Well, Kraft American Singles are legitimately that. 422 00:20:45,875 --> 00:20:49,042 37 years after sliced bread was introduced, 423 00:20:49,042 --> 00:20:51,833 these come on the market and they take America by storm. 424 00:20:53,083 --> 00:20:54,375 - [Narrator] Just as Norman envisioned, 425 00:20:54,375 --> 00:20:56,208 the grabable, simple to open 426 00:20:56,208 --> 00:20:58,667 and easy to store cheese slices 427 00:20:58,667 --> 00:21:01,625 become a popular lunch option for kids. 428 00:21:03,042 --> 00:21:06,042 - Suddenly, cheese was as convenient as sliced bread. 429 00:21:06,042 --> 00:21:07,958 You could just get it, you could give it to a kid, 430 00:21:07,958 --> 00:21:09,875 you could put it in their lunchbox by itself. 431 00:21:09,875 --> 00:21:12,375 I remember growing up, kids peeling off the plastic 432 00:21:12,375 --> 00:21:14,833 on their cheese and then putting it on their sandwich. 433 00:21:14,833 --> 00:21:16,875 - It used to just be PB and J for lunch. 434 00:21:16,875 --> 00:21:19,167 But now, you've got all these sandwich with the cheese, 435 00:21:19,167 --> 00:21:20,875 ham and cheese, baloney and cheese, 436 00:21:20,875 --> 00:21:22,042 turkey and cheese. 437 00:21:22,042 --> 00:21:23,875 The common denominator, cheese. 438 00:21:25,625 --> 00:21:28,208 - [Narrator] But Norman Kraft doesn't live long enough 439 00:21:28,208 --> 00:21:31,292 to see the impact his creation will have. 440 00:21:31,292 --> 00:21:34,583 He dies less than two years after the release 441 00:21:34,583 --> 00:21:36,375 of Kraft Singles. - We really have 442 00:21:36,375 --> 00:21:37,917 Norman Kraft to thank for making the perfect addition 443 00:21:37,917 --> 00:21:39,500 to the school lunch sandwich, 444 00:21:39,500 --> 00:21:41,458 whether it be a turkey and cheese sandwich 445 00:21:41,458 --> 00:21:43,500 or just the cheese by itself. 446 00:21:43,500 --> 00:21:47,042 - He added a dimension to sandwiches that didn't exist 447 00:21:47,042 --> 00:21:50,333 and changed lunch in modern America. 448 00:21:50,333 --> 00:21:53,375 How could we ever have some of the meals 449 00:21:53,375 --> 00:21:56,500 that truly built America without Kraft Singles? 450 00:21:59,875 --> 00:22:01,583 [intense music] 451 00:22:01,583 --> 00:22:02,833 - [Narrator] By 1970, 452 00:22:04,042 --> 00:22:05,708 home packed lunches are far 453 00:22:05,708 --> 00:22:08,292 from the leftover dinners from years past. 454 00:22:09,875 --> 00:22:13,417 Thanks to Kraft, the invention of pre-sliced cheese 455 00:22:13,417 --> 00:22:17,542 has ushered in a new era of sandwiches across America. 456 00:22:18,750 --> 00:22:21,458 - From a simple baloney sandwich, to a tuna melt, 457 00:22:21,458 --> 00:22:24,292 to the iconic grilled cheese sandwich, 458 00:22:24,292 --> 00:22:25,958 the truth is kids love cheese. 459 00:22:25,958 --> 00:22:28,958 It's creamy, it's salty, it's flavorful. 460 00:22:28,958 --> 00:22:31,042 - [Narrator] And now they're brought to school 461 00:22:31,042 --> 00:22:34,125 in a container that's becoming all the rage. 462 00:22:34,125 --> 00:22:37,875 - So originally, lunchboxes are not for children at all, 463 00:22:37,875 --> 00:22:41,208 but actually for men going off to work in the day. 464 00:22:41,208 --> 00:22:43,875 And they were that hard metallic material 465 00:22:43,875 --> 00:22:46,667 because you didn't want your stew or your soup 466 00:22:46,667 --> 00:22:49,708 to get smooshed if something heavy fell on it. 467 00:22:51,542 --> 00:22:55,542 - [Narrator] 120 million steel and vinyl lunch boxes 468 00:22:55,542 --> 00:22:58,458 have been sold over the past two decades. 469 00:22:59,542 --> 00:23:01,375 - They filled them with sandwiches, 470 00:23:01,375 --> 00:23:03,208 the parents are also looking for other things 471 00:23:03,208 --> 00:23:04,500 that they can throw in there, 472 00:23:04,500 --> 00:23:07,208 and there's really not that many options. 473 00:23:07,208 --> 00:23:09,875 [intense music] 474 00:23:13,208 --> 00:23:16,125 - [Narrator] A Joray fruit snack could be the ideal addition 475 00:23:16,125 --> 00:23:17,875 to kids' lunchboxes, 476 00:23:17,875 --> 00:23:20,208 but Louis Shalhoub is still struggling 477 00:23:20,208 --> 00:23:22,500 to turn it into a mainstream delight. 478 00:23:24,417 --> 00:23:26,458 Hoping to expand their reach, 479 00:23:26,458 --> 00:23:28,750 Shalhoub meets with a trade magazine. 480 00:23:30,542 --> 00:23:32,625 - Once we press the apricots into a paste, 481 00:23:32,625 --> 00:23:36,125 we need to ensure the consistency is just right. 482 00:23:36,125 --> 00:23:39,333 - Louis gave an interview about the fruit roll 483 00:23:39,333 --> 00:23:40,708 that they're making. 484 00:23:40,708 --> 00:23:42,667 At that point, there was nothing like it on the market. 485 00:23:42,667 --> 00:23:45,250 It was a huge gaping hole in hindsight, 486 00:23:45,250 --> 00:23:47,708 waiting to be filled by someone. 487 00:23:47,708 --> 00:23:49,458 - In this article in the trade magazine, 488 00:23:49,458 --> 00:23:52,708 he goes into great detail about his product, 489 00:23:52,708 --> 00:23:54,875 how it's made just step by step, 490 00:23:54,875 --> 00:23:57,042 and it was all because he was so proud of it. 491 00:23:58,500 --> 00:24:01,000 - And you end up with this, a Joray Fruit Role. 492 00:24:01,000 --> 00:24:02,375 [dramatic music] 493 00:24:02,375 --> 00:24:05,917 - Louis was overly forthright in some regards 494 00:24:05,917 --> 00:24:08,458 in terms of his process and what they were manufacturing 495 00:24:08,458 --> 00:24:09,833 and how they made it. 496 00:24:09,833 --> 00:24:12,417 He was less protective of his trade secrets 497 00:24:12,417 --> 00:24:13,917 than he maybe should have been. 498 00:24:15,458 --> 00:24:16,917 - [Narrator] Little does Louis know 499 00:24:16,917 --> 00:24:19,208 the interview will have a far greater impact 500 00:24:19,208 --> 00:24:21,750 than he could have ever imagined, 501 00:24:21,750 --> 00:24:25,625 but it'll ultimately be his biggest regret. 502 00:24:25,625 --> 00:24:27,917 [intense music] 503 00:24:31,875 --> 00:24:34,042 - [Narrator] Since launching Joray Fruit Rolls 504 00:24:34,042 --> 00:24:35,708 over 10 years ago, 505 00:24:35,708 --> 00:24:38,750 by 1979, Louis Shalhoub's product 506 00:24:38,750 --> 00:24:41,167 still isn't widely known. 507 00:24:41,167 --> 00:24:44,000 - Louis Shalhoub really wants to continue the legacy 508 00:24:44,000 --> 00:24:46,917 that his grandfather George and his father Joseph started 509 00:24:46,917 --> 00:24:49,708 and he wants to sell this sweet treat 510 00:24:49,708 --> 00:24:52,083 outside of New York City. 511 00:24:52,083 --> 00:24:54,375 - [Narrator] And now may be the perfect time 512 00:24:54,375 --> 00:24:57,500 as parents' views on nutrition are changing. 513 00:24:57,500 --> 00:24:59,542 - Americans were becoming more health conscious 514 00:24:59,542 --> 00:25:02,167 in the '70s and you were seeing the percolation 515 00:25:02,167 --> 00:25:05,375 of the health food movement starting to appear. 516 00:25:05,375 --> 00:25:07,750 And one thing that Joray had to its advantage 517 00:25:07,750 --> 00:25:10,292 was that every single Joray Fruit Roll 518 00:25:10,292 --> 00:25:11,792 start with dried fruit. 519 00:25:12,708 --> 00:25:14,042 - [Narrator] Yet the first product 520 00:25:14,042 --> 00:25:17,000 to capture the national market is not Joray. 521 00:25:19,875 --> 00:25:21,875 [dramatic music] 522 00:25:21,875 --> 00:25:25,292 But food giant, General Mills. 523 00:25:25,292 --> 00:25:28,125 [dramatic music] 524 00:25:29,708 --> 00:25:31,792 - General Mills came along with all their marketing power 525 00:25:31,792 --> 00:25:35,375 and all their branding power and hit grocery store aisles 526 00:25:35,375 --> 00:25:38,625 and it was like an atomic bomb going off. 527 00:25:38,625 --> 00:25:40,375 - [Narrator] Dubbed the Fruit Roll-Up, 528 00:25:40,375 --> 00:25:42,042 General Mills first releases 529 00:25:42,042 --> 00:25:44,042 their fruit snack product in 1979. 530 00:25:45,500 --> 00:25:48,000 - One could argue it's the most fun food. 531 00:25:48,000 --> 00:25:51,375 You unroll it and then you just peel it off 532 00:25:51,375 --> 00:25:53,458 that kind of cellophane, it would stick, 533 00:25:53,458 --> 00:25:54,708 it would have a sound, 534 00:25:54,708 --> 00:25:57,333 and I would kind of like tear it into pieces. 535 00:25:57,333 --> 00:26:01,292 - Suddenly finicky kids that would not want to have fruit, 536 00:26:01,292 --> 00:26:04,083 you could convince 'em me to Fruit Roll-Up like that. 537 00:26:04,083 --> 00:26:05,542 It was kind of like magic. 538 00:26:05,542 --> 00:26:09,250 - The original flavors were cherry, strawberry, 539 00:26:09,250 --> 00:26:11,583 apple and apricots, 540 00:26:11,583 --> 00:26:15,208 which you'd have to assume was a direct shot 541 00:26:15,208 --> 00:26:17,042 to Joray and their fruit roll. 542 00:26:20,333 --> 00:26:21,583 - [Narrator] While turning amardeen 543 00:26:21,583 --> 00:26:24,625 into a popular American treat was his goal, 544 00:26:24,625 --> 00:26:27,542 Louis never imagined it would happen like this. 545 00:26:28,292 --> 00:26:31,083 [intense music] 546 00:26:38,458 --> 00:26:43,333 - Louis was horrified because his idea, 547 00:26:44,375 --> 00:26:45,708 as far as he was concerned, 548 00:26:45,708 --> 00:26:49,000 was basically ripped off by a giant corporation. 549 00:26:49,000 --> 00:26:52,042 - Louis blamed the turn of events on that trade magazine 550 00:26:52,042 --> 00:26:54,708 and because of that, he never gave another interview 551 00:26:54,708 --> 00:26:57,083 to another publication ever again. 552 00:27:01,375 --> 00:27:05,208 - Fruit Roll-Ups knocked the accounts that Joray had 553 00:27:05,208 --> 00:27:09,208 with supermarkets just out really in one fell swoop. 554 00:27:09,208 --> 00:27:12,750 They could not compete when they were just this one item, 555 00:27:12,750 --> 00:27:14,708 tiny mom and pop brand. 556 00:27:16,250 --> 00:27:19,042 - [Narrator] But Shalhoub doesn't give up. 557 00:27:19,042 --> 00:27:20,458 Determined to keep growing, 558 00:27:20,458 --> 00:27:24,208 he adapts by targeting smaller, more niche markets. 559 00:27:25,542 --> 00:27:28,125 - He decided to focus in on the kosher market. 560 00:27:29,375 --> 00:27:32,250 Joray became the fruit role of the kosher community 561 00:27:32,250 --> 00:27:36,708 and it ended up being an extremely fruitful partnership. 562 00:27:36,708 --> 00:27:38,000 - [Narrator] While his fruit rolls don't reach 563 00:27:38,000 --> 00:27:39,875 the popularity of fruit roll-ups, 564 00:27:39,875 --> 00:27:43,542 Louis Shalhoub manages to clinging to his dream. 565 00:27:43,542 --> 00:27:45,792 - To this day, if you go to a Jewish deli, 566 00:27:45,792 --> 00:27:48,917 you're going to see a Joray Fruit Roll. 567 00:27:48,917 --> 00:27:52,375 - Louis Shalhoub is the godfather of fruit snacks 568 00:27:52,375 --> 00:27:54,208 in the United States or even around the world frankly. 569 00:27:54,208 --> 00:27:56,375 Without Louis Shalhoub's foresight 570 00:27:56,375 --> 00:27:59,333 and determination to create this fruit roll product, 571 00:27:59,333 --> 00:28:00,875 there wouldn't be the fruit snack market 572 00:28:00,875 --> 00:28:02,917 and fruit snacks that we know today. 573 00:28:02,917 --> 00:28:05,583 - Joray is still manufacturing 574 00:28:05,583 --> 00:28:08,917 out of a small factory in Brooklyn. 575 00:28:08,917 --> 00:28:12,250 And every single fruit roll is still made by hand. 576 00:28:12,250 --> 00:28:14,833 What other snacks can you say that about? 577 00:28:14,833 --> 00:28:15,833 - [Narrator] What started with 578 00:28:15,833 --> 00:28:17,792 Shalhoub's creative undertaking, 579 00:28:19,875 --> 00:28:22,458 led to the diverse selection of fruit snacks 580 00:28:22,458 --> 00:28:24,792 that grace lunch boxes today. 581 00:28:24,792 --> 00:28:27,250 - You go into the grocery store aisle now, 582 00:28:27,250 --> 00:28:29,375 like there's gonna be like 50 different brands. 583 00:28:29,375 --> 00:28:32,292 Every cartoon character has their own fruit snack. 584 00:28:32,292 --> 00:28:34,167 - If you love Gushers, if you love Fruit by the Foot, 585 00:28:34,167 --> 00:28:36,458 Fruit Roll-Ups, you owe a huge debt 586 00:28:36,458 --> 00:28:38,208 of gratitude to Louis Shalhoub. 587 00:28:42,958 --> 00:28:45,333 - [Narrator] Back at Kraft, with cheese singles 588 00:28:45,333 --> 00:28:47,750 now the bedrock of kids lunches, 589 00:28:47,750 --> 00:28:50,708 the company's success triggers a major corporate move 590 00:28:50,708 --> 00:28:52,958 in October, 1988. 591 00:28:54,042 --> 00:28:56,875 - Philip Morris, the tobacco company, 592 00:28:56,875 --> 00:28:59,542 is on the hunt for food and beverage companies 593 00:28:59,542 --> 00:29:01,917 and they acquire Kraft Foods 594 00:29:01,917 --> 00:29:04,333 for a whopping $12.9 billion. 595 00:29:05,833 --> 00:29:07,375 - The reason cigarette companies are moving into food 596 00:29:07,375 --> 00:29:10,458 is because they can read the writing on the wall. 597 00:29:11,875 --> 00:29:14,792 Americans are becoming really hostile to cigarettes. 598 00:29:14,792 --> 00:29:17,417 - [Narrator] Philip Morris immediately reorganizes 599 00:29:17,417 --> 00:29:21,375 by putting Kraft in control of their other food brands, 600 00:29:21,375 --> 00:29:23,375 including a troubled company 601 00:29:23,375 --> 00:29:27,542 that was once a celebrated icon, Oscar Mayer. 602 00:29:27,542 --> 00:29:30,042 - Oscar Mayer was founded in 1883. 603 00:29:30,042 --> 00:29:32,792 About a century later, they're being passed around 604 00:29:32,792 --> 00:29:35,083 by different big food holding companies. 605 00:29:35,083 --> 00:29:38,583 - People knew their baloney, they knew their hot dogs, 606 00:29:38,583 --> 00:29:40,083 but their sales are flagging 607 00:29:40,083 --> 00:29:43,083 and everything they try doesn't work. 608 00:29:43,083 --> 00:29:44,875 - [Narrator] A mere 13 years ago, 609 00:29:44,875 --> 00:29:49,375 the brand had over $1 billion in annual sales, 610 00:29:49,375 --> 00:29:53,208 but the 1980s has seen a seismic shift in diets 611 00:29:53,208 --> 00:29:57,250 as Americans are eating less and less processed meat. 612 00:29:57,250 --> 00:30:00,375 - People were concerned about chemicals and cured meat. 613 00:30:00,375 --> 00:30:02,542 There was concern about heart disease, 614 00:30:02,542 --> 00:30:04,375 about contributing to weight gain. 615 00:30:04,375 --> 00:30:08,167 Per capita consumption of decreases by 20%. 616 00:30:10,417 --> 00:30:14,208 - [Narrator] Seeking to revitalize the Oscar Mayer brand 617 00:30:14,208 --> 00:30:16,208 - We need you to right this ship. 618 00:30:16,208 --> 00:30:19,417 - [Narrator] Kraft executives tap Bob Drain 619 00:30:19,417 --> 00:30:20,458 to lead the charge. 620 00:30:22,667 --> 00:30:24,708 - Bob Drain is working at Oscar Mayer 621 00:30:24,708 --> 00:30:27,083 as the vice president for new business, 622 00:30:27,083 --> 00:30:29,083 strategies and development. 623 00:30:29,083 --> 00:30:31,833 - Drain really wants to prove to the Kraft leadership 624 00:30:31,833 --> 00:30:33,875 that he can be part of the future there. 625 00:30:33,875 --> 00:30:35,833 And this was his shot to do it, 626 00:30:35,833 --> 00:30:37,875 but he faces a huge challenge, 627 00:30:37,875 --> 00:30:40,333 reimagining a 100-year-old brand,. 628 00:30:42,292 --> 00:30:44,250 - Gimme a week to unpack the numbers. 629 00:30:45,625 --> 00:30:48,542 - No one thinks that Oscar Mayer can come back from this 630 00:30:48,542 --> 00:30:52,417 and kids just aren't eating lunch meat the way they used to. 631 00:30:54,000 --> 00:30:57,792 If Bob Drain can't turn the fortunes of the company around, 632 00:30:57,792 --> 00:31:00,167 this could be the end for Oscar Mayer. 633 00:31:15,958 --> 00:31:19,458 - [Narrator] By 1988, the American family dynamic 634 00:31:19,458 --> 00:31:23,833 has shifted as more moms choose careers over homemaking. 635 00:31:25,375 --> 00:31:27,500 - Because of things like changing gender roles 636 00:31:27,500 --> 00:31:29,000 and a sluggish economy, 637 00:31:29,000 --> 00:31:32,500 nearly 60% of women are now working full-time jobs. 638 00:31:34,208 --> 00:31:36,500 - [Narrator] Amid the rising demands of a fast-paced life, 639 00:31:36,500 --> 00:31:40,042 parents are eagerly seeking time saving options 640 00:31:40,042 --> 00:31:42,208 and preparing their kids' lunchboxes 641 00:31:42,208 --> 00:31:44,000 with homemade sandwiches, 642 00:31:44,000 --> 00:31:47,083 snacks and drinks is a lengthy process. 643 00:31:47,083 --> 00:31:48,875 - Mom's mornings are chaotic. 644 00:31:48,875 --> 00:31:50,625 They gotta get their kids ready for school, 645 00:31:50,625 --> 00:31:52,750 they gotta get 'em lunch, they gotta get 'em out the door. 646 00:31:52,750 --> 00:31:54,958 It's a gold mine of inconveniences. 647 00:31:55,792 --> 00:31:58,500 [intense music] 648 00:31:58,500 --> 00:32:00,167 - [Narrator] Under pressure from Kraft, 649 00:32:00,167 --> 00:32:02,083 Bob Drain has been tasked 650 00:32:02,083 --> 00:32:04,083 with improving Oscar Mayer's sales. 651 00:32:04,083 --> 00:32:07,000 - Oscar Mayer is coming up on their 100 year birthday 652 00:32:07,000 --> 00:32:09,083 and they are facing irrelevance. 653 00:32:09,083 --> 00:32:11,792 - [Narrator] And Drain's plan is to reimagine 654 00:32:11,792 --> 00:32:13,000 their main product. 655 00:32:16,000 --> 00:32:18,417 - So he puts together a team of people, 656 00:32:18,417 --> 00:32:21,583 a team of food scientists, a team of marketers, 657 00:32:21,583 --> 00:32:23,042 and they get to work. 658 00:32:24,500 --> 00:32:26,083 - [Narrator] Drain's team starts studying 659 00:32:26,083 --> 00:32:27,750 other consumer goods 660 00:32:27,750 --> 00:32:30,042 that have had successful transformations. 661 00:32:31,125 --> 00:32:33,458 - The Boombox turned into the Walkman. 662 00:32:34,958 --> 00:32:37,458 Shoelaces turned into Velcro. 663 00:32:38,917 --> 00:32:42,167 Somewhere on these tables, is the key. 664 00:32:43,542 --> 00:32:46,167 [intense music] 665 00:32:46,167 --> 00:32:48,500 - The lab where they're essentially playing 666 00:32:48,500 --> 00:32:51,208 with food products is known as the food playground. 667 00:32:51,208 --> 00:32:53,583 Their process was all about creativity. 668 00:32:55,167 --> 00:32:57,250 - [Narrator] The team works around the clock for months, 669 00:32:57,250 --> 00:33:02,042 but their efforts to revamp baloney have hit a dead end. 670 00:33:02,042 --> 00:33:05,000 - Coming up with a new way to sell baloney isn't easy. 671 00:33:05,000 --> 00:33:07,208 There are so many preconceived notions about it, 672 00:33:07,208 --> 00:33:09,875 that it's very limited beyond sandwiches. 673 00:33:09,875 --> 00:33:11,333 I mean, what else is there? 674 00:33:12,125 --> 00:33:14,958 [intense music] 675 00:33:16,583 --> 00:33:19,208 - Let me see that tray. 676 00:33:19,208 --> 00:33:20,542 - [Narrator] Out of ideas, 677 00:33:20,542 --> 00:33:23,708 Drain finds a spark in a revolutionary food 678 00:33:23,708 --> 00:33:25,500 innovation from the '50s. 679 00:33:27,958 --> 00:33:28,958 - Trash can. 680 00:33:30,667 --> 00:33:33,500 - [Narrator] Yet it's not the food that's inspiring him. 681 00:33:34,875 --> 00:33:37,333 [food clanks] 682 00:33:37,333 --> 00:33:39,250 - He sees that there's an opportunity 683 00:33:39,250 --> 00:33:41,125 to not just create something cool 684 00:33:41,125 --> 00:33:43,167 to put in a kid's lunchbox, 685 00:33:43,167 --> 00:33:44,542 he's gonna give him the whole lunchbox 686 00:33:44,542 --> 00:33:45,375 with everything in it. 687 00:33:46,167 --> 00:33:49,125 [dramatic music] 688 00:33:51,167 --> 00:33:53,625 It's all contained in one thing, 689 00:33:53,625 --> 00:33:57,042 it's fun for the kids, it's easier for the parents. 690 00:33:57,042 --> 00:33:59,750 Let's give them a lunch on the go. 691 00:34:02,208 --> 00:34:04,542 - [Narrator] But figuring out how to put a baloney sandwich 692 00:34:04,542 --> 00:34:09,333 in a box on store shelves poses serious challenges. 693 00:34:10,375 --> 00:34:12,375 - They wanna add bread because obviously, 694 00:34:12,375 --> 00:34:14,333 that's the first thing you need to include 695 00:34:14,333 --> 00:34:16,542 with slice meats for sandwiches. 696 00:34:16,542 --> 00:34:20,000 - He realizes he can't put bread in there 697 00:34:20,000 --> 00:34:21,375 because bread's gonna go stale. 698 00:34:21,375 --> 00:34:23,208 Anything he puts with the baloney needs 699 00:34:23,208 --> 00:34:25,250 to stay fresh for two months. 700 00:34:27,625 --> 00:34:29,875 - [Narrator] Designing the sandwich fillings 701 00:34:29,875 --> 00:34:31,625 isn't working any better. 702 00:34:31,625 --> 00:34:34,542 - They also experiment with adding fresh fruit, 703 00:34:34,542 --> 00:34:35,708 adding vegetables. 704 00:34:35,708 --> 00:34:37,875 The problem is fresh fruit and vegetables don't last 705 00:34:37,875 --> 00:34:39,708 in that packaging. 706 00:34:39,708 --> 00:34:43,042 They need stuff that's going to stay good the entire time 707 00:34:43,042 --> 00:34:46,292 and healthy foods have a much shorter shelf life. 708 00:34:47,833 --> 00:34:48,583 - Keep trying. 709 00:34:50,333 --> 00:34:51,375 - [Narrator] Without being able to keep 710 00:34:51,375 --> 00:34:53,375 the sandwich components fresh, 711 00:34:53,375 --> 00:34:55,875 Drain is back to square one. 712 00:34:55,875 --> 00:34:58,792 - So suddenly, this product that's supposed to be 713 00:34:58,792 --> 00:35:02,833 really convenient is actually just kind of becomes a mess. 714 00:35:02,833 --> 00:35:04,500 But his belief in himself 715 00:35:04,500 --> 00:35:06,875 and his ideas is as strong as ever. 716 00:35:06,875 --> 00:35:08,708 - So he pivots. 717 00:35:08,708 --> 00:35:12,167 [dramatic music] 718 00:35:12,167 --> 00:35:15,208 He says, instead of bread, let's do crackers. 719 00:35:17,208 --> 00:35:20,833 - It's such an unexpected concept, not one big sandwich, 720 00:35:20,833 --> 00:35:23,375 but multiple tiny little ones. 721 00:35:23,375 --> 00:35:26,333 - People were skeptical to say the very least. 722 00:35:26,333 --> 00:35:28,708 You are gonna turn a snack into lunch? 723 00:35:28,708 --> 00:35:31,542 A kid's gonna want to make their own lunch? 724 00:35:31,542 --> 00:35:34,417 Are they gonna be satisfied with a snack with everyone else 725 00:35:34,417 --> 00:35:36,750 around the meeting sandwiches, really? 726 00:35:38,542 --> 00:35:41,292 - [Narrator] Drain is willing to bet his career 727 00:35:41,292 --> 00:35:43,875 on a deconstructed cracker sandwich. 728 00:35:43,875 --> 00:35:48,000 - It can be one elegant, groundbreaking lunch product, 729 00:35:48,000 --> 00:35:50,250 or it could be the failure 730 00:35:50,250 --> 00:35:52,792 that sinks Oscar Mayer once and for all. 731 00:35:59,250 --> 00:36:02,875 - [Narrator] In 1988, Bob Drain's team at Oscar Mayer 732 00:36:02,875 --> 00:36:05,125 is gambling on an innovative idea 733 00:36:05,125 --> 00:36:07,208 to revitalize the dying brand. 734 00:36:08,958 --> 00:36:13,542 A ready made lunchbox with build your own mini sandwiches. 735 00:36:15,000 --> 00:36:17,875 - In addition to bite-sized baloney and crackers, 736 00:36:17,875 --> 00:36:20,542 they decide to finish this mini sandwich with cheese. 737 00:36:20,542 --> 00:36:22,167 And of course, they could just go 738 00:36:22,167 --> 00:36:24,958 with Kraft processed cheese and save costs. 739 00:36:24,958 --> 00:36:27,667 [intense music] 740 00:36:29,875 --> 00:36:32,833 [cracker crunches] 741 00:36:35,292 --> 00:36:37,667 - [Narrator] With a green light from Kraft's executives, 742 00:36:37,667 --> 00:36:40,833 the team now focuses on pinning down the perfect name 743 00:36:40,833 --> 00:36:42,500 for their pioneering product. 744 00:36:42,500 --> 00:36:47,042 - One of the names is On-Tray, not E-N-T-R-E-E-S. 745 00:36:47,042 --> 00:36:51,250 Oh, no, no, no, no, it's On-Trays. 746 00:36:51,250 --> 00:36:55,667 Like we put the food on trays. 747 00:36:55,667 --> 00:36:57,708 Cracker witches. 748 00:36:57,708 --> 00:37:00,458 Then the incredibly pedantic mini meals, 749 00:37:00,458 --> 00:37:04,167 the incredibly literal Fun Mealz spelled with a Z 750 00:37:04,167 --> 00:37:07,292 because with a Z, you know it's cool. 751 00:37:07,292 --> 00:37:09,792 But the name that they ultimately land on 752 00:37:09,792 --> 00:37:12,875 is a name that will reverberate through the history 753 00:37:12,875 --> 00:37:15,125 of kids' lunches forever. 754 00:37:15,125 --> 00:37:17,250 Plus it got a lot of attention 755 00:37:17,250 --> 00:37:18,708 when I brought them to school. 756 00:37:20,083 --> 00:37:24,667 - [Narrator] In 1988, Oscar Meyer launches Lunchables. 757 00:37:24,667 --> 00:37:27,125 - There really isn't anything else like it on the market. 758 00:37:27,125 --> 00:37:30,292 The big thing is that 50% of people who bought a Lunchable 759 00:37:30,292 --> 00:37:32,250 bought them again right away. 760 00:37:32,250 --> 00:37:35,000 And the thing that coming back to is convenience. 761 00:37:35,000 --> 00:37:37,833 - Now, you don't even have to go to the trouble 762 00:37:37,833 --> 00:37:39,375 of making a sandwich 763 00:37:39,375 --> 00:37:42,542 and choosing what sides to put into the lunchbox. 764 00:37:42,542 --> 00:37:45,208 All you had to do was buy 'em and hand them off. 765 00:37:45,208 --> 00:37:49,042 I mean, I don't think you could ask for a better time saver. 766 00:37:49,042 --> 00:37:50,500 - And you combine that with the fact 767 00:37:50,500 --> 00:37:52,375 that you give kids agency. 768 00:37:52,375 --> 00:37:54,042 Mommy didn't pack my lunch, 769 00:37:54,042 --> 00:37:56,250 I'm making my lunch right here. 770 00:37:56,250 --> 00:37:58,208 And there's a kind of unique experience 771 00:37:58,208 --> 00:38:00,708 that you can create from one bite to the next. 772 00:38:00,708 --> 00:38:03,667 - Lunchables disrupted the lunchbox industry 773 00:38:03,667 --> 00:38:06,417 because once you've tasted that sweet Lunchable, 774 00:38:06,417 --> 00:38:08,375 going back to a tuna fish sandwich 775 00:38:08,375 --> 00:38:11,792 and a bag of chopped carrots is gonna be tough. 776 00:38:13,750 --> 00:38:16,250 - [Narrator] But while sales of Lunchables are good, 777 00:38:16,250 --> 00:38:19,000 the high production costs leaves Oscar Mayer 778 00:38:19,000 --> 00:38:21,375 with a net loss of $20 million. 779 00:38:22,625 --> 00:38:25,375 - Bob Drain realized that even though this product 780 00:38:25,375 --> 00:38:27,917 is a huge success, it's not making money 781 00:38:27,917 --> 00:38:29,625 because the packaging process, 782 00:38:29,625 --> 00:38:32,542 the very thing that makes it stand out and be special 783 00:38:32,542 --> 00:38:36,083 is too complicated and new and expensive 784 00:38:36,083 --> 00:38:37,917 for these products to turn a profit. 785 00:38:37,917 --> 00:38:40,750 And it's floated that they might just kill the product. 786 00:38:42,167 --> 00:38:43,792 - [Narrator] Yet instead of giving up, 787 00:38:43,792 --> 00:38:47,625 Drain pushes Kraft executives to go all in. 788 00:38:47,625 --> 00:38:49,208 - Bob Drain goes to executives 789 00:38:49,208 --> 00:38:52,667 and he convinces them to inject more money into the product. 790 00:38:52,667 --> 00:38:55,542 He says, we got a product that people wanna buy. 791 00:38:55,542 --> 00:38:57,750 Let's just figure out the logistics 792 00:38:57,750 --> 00:39:00,417 so that we can make it cheaper and profitable. 793 00:39:01,708 --> 00:39:04,375 - [Narrator] The company pours 30 million more dollars 794 00:39:04,375 --> 00:39:06,917 into 10 new assembly lines, 795 00:39:06,917 --> 00:39:09,375 but the added investment necessitates 796 00:39:09,375 --> 00:39:11,375 a price hike for Lunchables. 797 00:39:12,625 --> 00:39:14,542 To justify the increased price, 798 00:39:14,542 --> 00:39:19,000 Drain wants to offer consumers a full lunch experience. 799 00:39:19,000 --> 00:39:22,667 - Drain realizes what's the one part of a complete lunch 800 00:39:22,667 --> 00:39:25,417 that's not included in the box? 801 00:39:25,417 --> 00:39:27,792 The drink of course. - Embracing the creative 802 00:39:27,792 --> 00:39:31,833 spirit of Lunchables, Drain bypasses the common juice box 803 00:39:31,833 --> 00:39:34,917 for a unique drink that's become popular in Europe. 804 00:39:36,542 --> 00:39:40,375 - Invented by Rudolph Wild in 1969 in Germany, 805 00:39:40,375 --> 00:39:43,125 it was first called Capri-Sonne. 806 00:39:43,125 --> 00:39:45,375 It came in lemon and orange flavors, 807 00:39:45,375 --> 00:39:47,542 but what made it so incredibly distinctive 808 00:39:47,542 --> 00:39:50,083 was that lightweight, futuristic looking 809 00:39:50,083 --> 00:39:51,583 aluminum foil pouch. 810 00:39:51,583 --> 00:39:54,167 It was easy to travel, it didn't leak as much 811 00:39:54,167 --> 00:39:55,500 as the juice box did, 812 00:39:55,500 --> 00:39:57,542 and they kept the contents of the package fresh 813 00:39:57,542 --> 00:39:59,083 for at least one year. 814 00:40:00,583 --> 00:40:02,875 - [Narrator] Bob Drain is desperate for the product 815 00:40:02,875 --> 00:40:04,583 to boost sales, 816 00:40:04,583 --> 00:40:07,917 but Drain's final shot at saving his creation 817 00:40:07,917 --> 00:40:09,375 is an expensive gamble. 818 00:40:10,750 --> 00:40:13,167 - Kraft Foods acquired the North American rights 819 00:40:13,167 --> 00:40:16,542 for $155 million 820 00:40:16,542 --> 00:40:18,708 and they decided to make the sweet beverage 821 00:40:18,708 --> 00:40:21,375 the official juice for Lunchables. 822 00:40:21,375 --> 00:40:25,500 - In 1994, Lunchables debuts with the drink, 823 00:40:25,500 --> 00:40:29,625 now called Capri-Sun and sales explode. 824 00:40:29,625 --> 00:40:32,042 - Every year since then, Lunchables have made more money 825 00:40:32,042 --> 00:40:33,000 than the year before. 826 00:40:33,000 --> 00:40:34,208 So it's quite the monster. 827 00:40:34,208 --> 00:40:36,917 - So Lunchables could have easily come and gone, 828 00:40:36,917 --> 00:40:39,500 but boy have they continued to innovate. 829 00:40:39,500 --> 00:40:42,333 They continue to offer kids really provocative 830 00:40:42,333 --> 00:40:44,083 and compelling food offering. 831 00:40:45,708 --> 00:40:47,042 - [Narrator] A pizza version of Lunchables 832 00:40:47,042 --> 00:40:49,542 is released in 1996 833 00:40:49,542 --> 00:40:53,375 and the continued success sparks more innovations. 834 00:40:53,375 --> 00:40:57,542 Everything from tacos to burgers and hot dogs. 835 00:40:57,542 --> 00:41:00,042 - They actually made a color changing pizza at once, 836 00:41:00,042 --> 00:41:02,417 where you had this magical color changing powder 837 00:41:02,417 --> 00:41:03,917 you would put on there and it would change 838 00:41:03,917 --> 00:41:06,583 like the pizza sauce to like blue and green. 839 00:41:06,583 --> 00:41:08,000 It was mind blowing. 840 00:41:08,000 --> 00:41:10,917 What could be any more appealing to a kid? 841 00:41:10,917 --> 00:41:13,375 This is literally Disneyland in a box. 842 00:41:13,375 --> 00:41:14,917 [upbeat music] 843 00:41:14,917 --> 00:41:18,667 - [Narrator] By 1999 with 1.6 billion Lunchables sold, 844 00:41:18,667 --> 00:41:22,333 they expand beyond lunch, creating breakfast options 845 00:41:22,333 --> 00:41:24,167 with pancakes and waffles. 846 00:41:25,833 --> 00:41:30,542 Today, Lunchables brings in $1.8 billion in annual sales. 847 00:41:31,542 --> 00:41:32,750 - It's made its market at this point. 848 00:41:32,750 --> 00:41:34,250 It's really ingrained in American culture 849 00:41:34,250 --> 00:41:36,583 and it's not leaving at this point. 850 00:41:36,583 --> 00:41:38,750 - When I mention Lunchables, no one's confused. 851 00:41:38,750 --> 00:41:40,708 Everyone knows exactly what I'm talking about. 852 00:41:40,708 --> 00:41:42,708 And even if you didn't have 'em as a kid, 853 00:41:42,708 --> 00:41:44,125 you remember 'em being there. 854 00:41:45,542 --> 00:41:47,292 - [Narrator] From Kraft popularizing sandwiches 855 00:41:47,292 --> 00:41:50,750 with sliced cheese to the innovation of fruit snacks 856 00:41:50,750 --> 00:41:52,708 and the all in one Lunchables, 857 00:41:52,708 --> 00:41:56,958 these brands have redefined the very concept of lunch 858 00:41:58,167 --> 00:42:00,708 - Nowadays, you go to the average grocery store 859 00:42:00,708 --> 00:42:03,792 and there are numerous meal kits for kids. 860 00:42:03,792 --> 00:42:07,000 So many different types of cheese slices, 861 00:42:07,000 --> 00:42:09,708 so many different types of fruit snacks 862 00:42:09,708 --> 00:42:11,833 for kids to indulge in. 863 00:42:11,833 --> 00:42:15,208 the kids lunches of today offer a variety 864 00:42:15,208 --> 00:42:19,917 of amazing flavors, textures, and culinary experiences 865 00:42:19,917 --> 00:42:23,625 that they could never have had without amazing visionaries 866 00:42:23,625 --> 00:42:27,625 like Louis Shalhoub, Norman Kraft and Bob Drain. 867 00:42:27,625 --> 00:42:30,542 We truly dine at the snack table 868 00:42:30,542 --> 00:42:33,083 on the shoulders of giants. 869 00:42:33,083 --> 00:42:36,000 [triumphant music] 870 00:42:39,708 --> 00:42:41,292 I'd like to take this opportunity 871 00:42:41,292 --> 00:42:43,000 to apologize to my dentist. 872 00:42:44,125 --> 00:42:46,875 [triumphant music]