“Then in Europe, what I expect there is that the first of all, in our other categories, we had a pretty good year already in 2025. We expect that to continue, and I'm talking about biscuits, cakes, and pastries and meals.”

In context

“e us a sense of what significant volume trajectory improvement looks like and contextualizing a bit where that's coming from and why. Dirk Van de Put: Yes. I mean, if I go through the regions, we clearly expect AMEA overall. If you look at how we're doing in India, in Australia, China, coming back. So we see EMEA as being a big source of volume growth for us. So that's certainly a region where we will see some good performance. If it then looks at Latin America, as Luca was saying, they're also we think that it's going to be quite a good year for us. North America, as I was explaining the consumer confidence there. The biscuit category is soft. We expect that the volume decline that you see in the category of 4% will ease, but we are not exactly counting on volume growth in North America. Then in Europe, what I expect there is that the first of all, in our other categories, we had a pretty good year already in 2025. We expect that to continue, and I'm talking about biscuits, cakes, and pastries and meals. And in chocolate, the price increase as we discussed, is going to ease. In fact, we are readjusting some of our pricing in certain markets. So all that, we expect also will have a positive effect of volumes as compared to 2025. So hopefully, that gives you an idea where the volume growth is going to come from. The phasing during the year is as these different activities come to bear. We expect that gradually to be better, and also the lapping effect will help us over the year. Chris Carey: That's great. And I know it's been broached a bit, but just to confirm, as we get into 2027 and really I'm asking just because it was included in the prepared remarks. You give us a sense of the investments that will have been lapped going into 2027. Should we expect the media investment to be done in 2”