A third addition to the line, which is directly branded to HJOE will simply expand the influence of the entire brand. I get what they're after. Their products are primarily impulse buys and play on consumer appeal. Depending upon the type of product, and the impulsivity of buying it, will go a long way in determining the type of revenue they draw.

If it's counter top edible, drinkable or chewable, consumer appeal will just increase.