$NGTF thesis behind Nightfood's tremendous demand and ultimate success in the marketplace is that the $50 billion nighttime snack category is ripe for innovation and domination. 80% of consumers snack regularly at night, with ice cream at the top of the list for millions. Consumers know they shouldn’t be eating junk at night, over 50% report feeling guilty and out of control about their night snacking, while most are also dissatisfied with their sleep quality. There is a tremendous gap in the marketplace for Nightfood to fill.