1) Jake Karls, from Mid Day Squares, was so impressed with your brilliant ideas during his visit to our class that he asked for your input as the brand scales up its retail presence, particularly in supermarkets. Specifically, explain how the concept of "categories" may apply in this situation, making sure to touch upon all the relevant aspects of this concept.

2) Now that he better understands the notion of categories, Jake still has questions about getting customers to purchase his product. Explain and illustrate how theconcept of "path to purchase" or "decision journey" could help think through various initiatives that could lead to new customer acquisition. Make sure to anchor your answer in the relevant notions of behavior change (= how do we get someone to change their food choices and eating behavior).