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Thank you. From Wondery, I'm David Brown, and this is Business Wars Daily on this June 2nd.

Happy Friday, everybody.

For decades, a certain gelatinous food item has been a mainstay at parties and picnics across America.

Watch it glimmer, see it shimmer, cool and fruity, jello, brand gelat, ten.

Yes, jello. The jiggly, shimmery, after-dinner delicacy has been around since the early 1900s.

And for almost that entire time, it stood alone in its category.

Oh, sure, there was the time a New Jersey-based natural food company got in the game,

marketing a vegan jelly-based dessert that was also kosher.

But nothing has squarely competed with Jello in over a century, and it's raking in the money.

Last year, Jello, owned by Kraft Hines, generated $68 million in sales.

But now, well, Jello may have met its match.

...