"the secret lives of the super rich" debuts its new season tonight at 10:00 p.m i'll watch it. thank you for joining us "fast money" begins right now. "fast money" starts right now. live from the nasdaq market site overlooking new york city's times square i'm melissa lee. tonight on "fast," the gop tax plan is sending the market to record highs and could create a boom for an unlikely set of stocks plus mcdonald's is the number one pick for, get this, hot smokers. will the late night munchy runs send shares even higher? pete has been on fire this year, knocking pitch after pitch out of the park. now he's one stock with a major rebound. we'll give you the name. one energy stock going from worst to burst this is a group that's been in the gutter all year while tech

has surged fast forward to september. this sector is surging as a former leader starts to solve it tonight we kick off the show with our ultimate game of, our favorite game, would you rather. >> start of the show >> start of the show, out of the gate if you're putting fresh money to work through the end of the year, do you go with energy or would you rather say banks guy? >> wow, that's a tough one i mean, kudos to tim seymour on my right, he's all for the energy move, good for him. given the run the banks had, if we had started today from day one, i would say energy. why? i think there's momentum behind energy look at exxonmobil for example today. still closed up a percent on a rather tepid day for energy. it was impressive at the end of august when it held at 76. we flagged it then

if you're asking me would you rather, which you clearly did, exxonmobil and energy. >> wgi is down a percent while energy stocks were actually pretty good, as guy pointed out. >> you're now in a bull market in a number of names, including halliburton. in factical if tactfully i had to make that call, i would say banks. to mention equity, the energy names and the equity started being run for the equity shareholders i think now by the ceos and cfos of those companies. they've gotten the message that a lot of these guys were being run for growth it's not the time for growth energy is a very safe place to be >> karen >> yes >> would you rather. >> well, my book is banks. so i got to go with that it's a very different calculus, that banks are underlevered, now, there's so much capital

there. energy is a much more sort of turbo charged bet. i'm not a turbo charged kind of girl in my portfolio i'm sticking with banks. that's my book, that's my position >> you've had the most time to think. >> i am turbo charged. i think the xlf can get very close to 30. some of these names, last night i talked about citi going to 00s in the next six months everybody in the twitter world went nuts. i still stand by it. the value of the company would be better and closer to the natural value if it gets towards 100. i think jpmorgan, i look at the upside of all these different financials right now you go through the last few earnings reports, they have crushed it, crushed it, crushed it if jeffrey dunlap is right about the direction of rates, they will continue to crush it even more so. i think financials are the place to be. >> i'm surprised, as a turbo charged kind of guy, that you

would have said the other, energy >> i think energy has had the move that a lot of people were looking for. you pointed out, we've watched oil to the upside. i like the way exxon traded today. i have a little exposure there, very little. i've got conoco, valero, in the last couple of days. could they make more of a move i think they can but i think there's more room for the financials >> if this is a huge interest rate call, and, you know -- >> plays well for energy >> it plays well for energy. and at some point here, what about the credit issues that could start to happen? what's been interesting for me is high yield and junk have not moved at all in the last couple of days. when you see the markets push past 250, you'll see -- i'm not saying the banks are in credit trouble. but it will have sensitivity to the housing sector or the loan sector for people to assume that things get great for banks in a 3% tenure, that's not how it goes >> this game's too easy.

you had answers all through the question >> i thought we were going to get -- >> here we go. he started the game. >> would you rather, same choices, but overlay that we get some sort of tax cuts. >> yeah, no, i think we do i think we've talked about the president needing a win. >> let's assume we have tax cuts >> which i assumed in my initial answer >> oh, really? okay >> i did all that mental stuff in my house. >> mental calisthenics >> that implies a warm-up. >> if citigroup were to go to 1.4 price tangible book-ish, which is not ridiculous. you're talking about -- >> but anyway, even so >> i don't think that's totally ridiculous tim has said this now for weeks. people have not looked at energy now for quite some time. people are warming up to that story. so you want to play the turbo charge game? you could see turbo charge at the back end of the year as

people pile into energy like they haven't done in the last eight months >> i'll throw that to you, then. because energy is seen as a group that would greatly benefit -- >> absolutely. i think there is some upside to energy if i look at the move that valero has made, i think there's more upside. how much more upside how much more upside there versus the financials? >> valero's being defensive. we're not really talking about valero, are we >> if you want to talk about xom and some of those, that's always been the hideout place >> the names, at at least some part of the growth story, the balance sheets where the eagle ford and all of this, the question to me is will we get infrastructure spending. to me that doesn't come right away steel is recovering, copper was up 2% today, a chart that maybe now has recovered, that up trend still alive. i think the commodity trade, the reflation trade, if you're getting tax cuts, yes, it's going to run and it's already been running >> that doesn't change your calculus necessarily

but do you get more bullish on the banks? >> with tax cuts i do and i think we will get tax cuts i think he's got to get a win, any win. i can tell you -- >> sorry to be so boisterous here, but he's needed to get a win for a long time. why is this win going to happen? i don't understand >> because of the string of losses >> after a string of losses. >> oh, i'm sorry, oh and five is worse than oh and six? >> health care wasn't really on his plate, tax reform is his, he needs a win. i think what we have out there now, that tax plan, i think there is no shot of that tax plan happening that's okay. corporate tax rate, they said 20 is the line in at it sand, i don't believe that for a minute. i don't think you start with your line in the sand. >> you start at 15 if 20 is where you want to go >> right they said we were going to start at 15, 20 is now our line in the

sa sand, no way i do think we get some tax help there. >> if you missed out in the rally on energy, there are still three big names you can try. todd gordon, hey, todd >> hey, melissa. let's looked at crude market first, another layer to it, we'll put some currency headwinds behind this crude raily. we've taken the u.s. dollar here in blue and flipped it upside down it's essentially the euro. you'll see the correlation between the upside down dollar crude is very much in play what you'll notice here, we've got a little bit of divergence oops if we can flip back one more apologize about that the dollar has made a new low as this chart has made a new high thank you very much. the crude oil market has not yet done so. we've not broken the 2016 highs in crude where the dollar has broken the 2016 low. we have a little bit of currency if you look at the technical pattern, this is what we call

the head and shoulders here. there's a left shoulder, there's a right shoulder we have a kind of trampoline effect crude could easily reach up into the 60s, the underlying looks good large cap integrated, chevron has a beautiful chart here, we're going back 20 years. despite some serious, serious selloffs here, 41%, 46%, 49%, we're very, very much in a strong up trend. it's showing a very rhythmical, strong structure here. if we focus in on here, we have a nice little move up, a little bit of what they call bull flag in the technical world it looks like we should be able to go up and retest these old highs, chevron looks good. next up, xom this guy has been a massive, massive consolidation. this pattern has been very sideways, no movement for a long period of time triangle is the pattern, the operative pattern here to figure out when a triangle is

going to end requires five touch points we have one, two, three, four, and this little setback might have five, that's an ugly five but you get the point, possibly time to break this massiverage in xom royal dutch shell has this inverse head and shoulders recall a shoulder, a head, a right shoulder there's your breakout point, that's where you establish your long bias. if we get out, it looks like already yes, can continue up to the old high >> todd, thank you we'll do a little would you rather todd went through three charts one chart was very, very beautiful. >> it was very, very beautiful, which is a technical >> chevron, exxon, or rds? >> i think rds has the best combination of upstream/downstream. exxon hasn't moved that chart could have been 60 to

120. exxon is very expensive here i would rather be in chevron i would rather be in conocophillips >> would you rather the other guy? >> i'll take the exxon route it held 76 for six other seven trading days it's rallied nicely. it's been expensive. although it's an on a pretty significant down trend, this stock has room to 88 before things get interesting >> what do you do today, pete? >> bought home depot, valero yesterday, conoco yesterday. home depot is an absolute breakout it's part of the home, the builder side there's catalysts underneath this when we got their earnings call, it was tremendous and it sold off. that was a great opportunity i was in it, got out of it, now i'm back in. a new study says mcdonald's is the go-to fast food spot for marijuana smokers. that sent shares even higher you like that, higher?

plus american airlines' ceo tells phil lebeau what he thinks his company's value is and later, pete is going to bring the heat, getting ready to pitch the one down stock he says is about to make a major come back find out what it is. much more "fast" straight eaahd. want a snack?

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thirsty? welcome back to "fast money. a news alert on whole foods, whole foods market says recently received information regarding unauthorized access of payment card information used at certain venues, it's limited to tap rooms and full service table restaurants which are on a different system than the primary store checkout systems back to you, melissa >> thank you very much, seema mody this comes on a day when the interim ceo of equifax writes an op-ed in "the wall street journal," apologizing and promising credit locks for life. >> you hear credit breach, what's the first word that comes to your mind equifax. he has to do it. this is something that they put in an interim ceo, they

hopefully have a little bit of goodwill where they can try to make things right. >> you still short >> i took pete's good suggestion, buy some put spreads and lock in your profits, that was good advice by pete. >> now to american airlines, rallying up a percent today. doug parker spoke to cnbc's phil lebeau with reassuring words for investors. >> we've been averaging $5 billion per year pretax. that feels like the new reality. the old stuff in the past we've gotten cured we think we have a business now that's going to be profitable in good and bad times >> he went on to say the stock is undervalued >> interesting >> it is, though a lot of these airlines are being priced at multiples that are at or near record profits. he said in good times or bad times. people are concerned that when things are bad, these will be

run for market share that should be reassuring. i'm long delta, i'm long united. i think the sector has seen its "d" rating gone. >> does bad times include higher fuel prices? >> not necessarily if the economy is booming, people are traveling, that's great. i got to tell you, i'm long american i liked a lot of time what he said but some of the comments we're citing, i hate >> promise we'll never lose money again, ever? >> how can you possibly know that you can know maybe what you will try to do, your own business but you can't really know that either you don't know what your competitors are going to do. i absolutely hate that i also hate the focus on how undervalued their stock is i believe he thinks it's undervalued, in which case, buy some but i just don't like them being in the -- >> stock market business >> right >> elon musk has been great at

that >> that i feel like, okay. >> he's been pretty honest open upside >> he's one of these ceos who saying anything he wants i feel like doug parker, you don't want him to say anything he wants it's a different kind of company. >> airlines are cheap no matter what american can go up $10, it's still extremely cheap. delta, united, they've been stuck in this rut a long time. >> the only one expensive, southwest air, is close to 12 1/2, 13 times earnings transport is real quick. who did we have on here the other day, that rich ross character. >> 11 other people i was going to guess >> do you recall that? i know you recall because you were sitting right there what did he say? help me, please. he said, bye the weakness in fedex. fedex was an all-time high

today, well done >> from high in the skies to simply being high, 43% of legal marijuana users said they ate at mcdonald's in the last four weeks, more than double the amount of smokers who ate at wendy's. >> what was that sound >> i have no idea, it sounds like a toilet flushing to me long bow upgraded the stock, that's helping it. i just thought i would put out all the information, you can decide what you want >> weird sounds in there, guys >> oh, it's bong >> what's a bong >> i thought it was somebody sipping the bottom of a coke >> and i thought i was naive >> i grew up in california >> having never explored the use of marijuana >> i have not either

>> don't you people get the munchies this is news >> anyway. >> what is news, though. everybody is shot against mcdonald's, too specificiexpens, blah, blah i don't think it's expensive they may not have the earnings in this quarter to justify it. >> i believe guy, even though he wasn't on the stands lower income demographics are disproportionately higher users of marijuana this is not -- mcdonald's core audience or core investor or customer group is clearly tilted more towards marijuana users >> this is specifically legal marijuana. is that the same demographic for legalized, medical uses, for instance >> yes i'm not making social statements here this is data sorry. look, i sit on the board of a marijuana company. they absolutely have the data that shows this is where this

goes >> quickly do you like mcdonald's or no >> they've done everything great. this is less about marijuana than it is about longbow ahead, traders are betting one stock will go even higher, we'll give you the name. i'm melissa lee, this is "fast money" on cnbc, first in business worldwide meantime, this is what else is coming up on "fast." >> [ bleep ] [ bleep ] [ bleep ]. >> classy. will the kb home ceo address those comments on his earnings call plus pete is pitching one slumping down stock that's 16% off its recent highs beat says the bottom is in and you won't believe how high he sees it going e mehefa ft tus. opportunities aren't always obvious. sometimes they just drop in. cme group can help you navigate risks and capture opportunities.

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welcome back to "fast money. the trump administration's tax plan is in the works and the hard sell is on. let's go to ylan mui in d.c. with the latest. hi, ylan >> reporter: gary cohn spent most of his time today defending the tax plan from the criticism that it benefits mostly the wealthy and big business he said it's all about the potential for tax reform >> i am here just for this reason think about the opportunity that i'm involved in with president trump and being able to rewrite the tax code something that hasn't been done for 31 years the amount of impact that we can have on the u.s. economy and u.s. citizens in changing the forward outlook of the united states, this is a once in a

lifetime opportunity and i would never miss this. >> reporter: cohn was on cnbc this morning as well he was adamant that tax reform will get done. he said that the one number the president won't negotiate on is that 20% corporate tax rate. now, previously house speaker paul ryan has said that he would be fine with going up to the mid-20s. but he was also on cnbc today, and he committed to hitting the white house's 20% target melissa, before we can even get to a tax bill, republicans will need to pass a budget. the senate is scheduled to mark up their version next week and the house will bring their budget to the floor on thursday. back over to you >> ylan, thank you, ylan mui in washington, d.c. for us. we talked extensively about the corporate tax rate which would benefit a vast number of companies across sectors in terms of repatriation, the interesting side effects of repatriation that we haven't talked about much is the impact on the u.s. dollar all this money coming in means purchasing or conversion to u.s.

dollars, which could mean a stronger dollar. does that contribute to your view of where the dollar goes? >> no, not at all. in fact i don't believe that technically that's how it's going to work. a lot of this money isn't necessarily going to come back and be converted i think a lot of these companies have already front run this move by issuing an enormous amount of debt the german elections put a little bit sanity into populism across europe. the fed has become very hawkish. think the data is good >> you hadto pick a sector, pete, the one sector that will benefit the most from thetax plan as it stands today. what would you say >> i guess i would lean towards, you know, energy, we know some of the story behind that i still look at some of the financials i mean, you know, i know we said that at the top. i would have loved the would you rather, would you rather in energy or would you rather in tech, because i would have picked tech. i'm doing my own thing again, i'm sorry. the tech story is not over

it's going to frigging explode >> i would say tech. those balance sheets are the most cash-heavy. we don't know the number yet those would be the biggest beneficiaries. >> massive amounts >> massive >> there's another group here that has a lot to gain from tax cuts, that would be biotech. meg terrell is here to tell us why. >> hi, guys. when you think about the biopharma industry, you have to think about pfizer think about those 200 billion plus dollar deals pfizer tried to do. those were astrazeneca for $118 billion in 2014 and allergan for $160 billion which they announced in 2015 and fell apart in 2016. both of those were because pfizer was trying to change its tax base to overseas to get a lower tax rate pfizer's ceo talks all the time about how the u.s. is unfair when it comes to taxes

a lot of investors are speculating on what pfizer will do if tax reform happens more than half in a survey of more than 200 investors think they're going to do a mega acquisition in the next 12 months i asked those same investors what the target was likely to be overwhelmingly the choice was bristol-myers. this has been a name that's been talked about for a while john boris at sun trust has been talking about this since 2014. of course bristol-myers is a u.s. company, not an overseas company. a lot of people think the tax policy has to change for pfizer to be able to free up overseas cash to buy a u.s. asset there are a few things that make bristol-myers a target that everybody is talking about of course it's a leader in immunooncolo immunooncology you can see here that investors have been bidding bristol-myers up, perhaps expecting that pfizer might be interested jeffreys has been saying this is

probably the most speculati speculated-about combo tax reform repatriation has been talked about the other is that bristol-myers what's a new data set coming up, there's speculation that they'll wait to see the results of that before they put the trigger. >> what do you think, it's not a small deal >> bristol-myers is not cheap, probably trades close to 20 times earnings pfizer is probably closer to 14. if in fact the deal got done, you're talking about a deal north of $130 billion, which is not insignificant whatsoever but, you know, after gilead made their move, who knows what could happen next? i'm not certain that happens there are stocks in the space, amgen, for example, which went sideways for three years now they're seemingly breaking out to the upside above 185. again, just to continue the theme from the top of the show >> would you rather? >> he did it, i'm allowed to do

it would you rather bristol-myers or amgen amgen. there you go >> it's interesting, in the last week, we've had paper in pfizer. somebody bought 53,000 upside calls in pfizer. just today it was bristol-myers, somebody was going out and buying november calls well above what the 52-week high was today in bristol-myers if this were to happen, you're not saying it is, but both stocks go higher i think it will be something like we've seen in the past, and we just saw it in gilead you make an acquisition, people love what they see and it brings both stocks higher >> are they smaller deals? do those smaller deals, when you talk about companies in the xbi, for instance, that you need to wait for some sort of repatriation, tax holiday, or tax break, or can they do those deals at that market capsize now? >> that's a good point david hung's company, the guy

leading axovant which had that big blowup this week in alzheimer's, these are smaller acquisitions for them which they could still probably do. >> we had a nice performance in biotech. even when tech had a tumble. >> it's been very defensive. the valuations are decent, the regulatory backdrop is somewhat define gilead had a healthy pullback. i do think pfizer is interesting in that any event is a catalyst. it's been sideways for two years, people are waiting for something. >> i think the idb you could own, any of those, it's good for all of them, not necessarily for beyers, which it might be, but the whole space. >> meg, thank you. meg terrell. ahead, kb homes up 1% following its earnings report. this is the ceo who had his bonus cut after verbally

attacking comedienne kathy griffin. we'll hear from the man himself. i bet it's a little cleaner. will the other traders just buy it along with him? the name when "fast money" returns.

welcome back to "fast money. time for a new instant replay segment where we take a look back at past pitches pete said his microsoft run was far from done, way back in december >> you have a company giving you incredible yield and share repurchase when you combine all of that with the growth, this is a great buy in the 58 area i bought some today. i'm selling some calls against it i'm going to stay in the stock as long as i can >> that was a home run microsoft shares have surged 27% since then >> nice work, pete >> attaboy >> i still own it. for all the same reasons the growth area, which was cloud, and obviously satya nadella, that's why he was the exact right guy to find over, he's done a magnificent job since stepping in at microsoft and the growth just continues where they neededit. he's still keeping the rest of the business working >> are you in the stock? >> i actually own stock, yes

as a matter of fact the pitch today, i own the stock, again. same sort of a -- i got to tell you, very similar to last time i'm probably gonna be getting shot at on this one. >> why don't you go to the podium >> here's what i like. the stock that i'm going to pitch to you guys tonight, nike. why nike everybody seems to hate this stock. obviously market share, adidas, all these things in front of them, there's no way they can compete. here's one of the reasons why. i almost always will look at three primary characters of a company. management i got to tell you what i think parker is actually doing a much better job than people think. they're much more innovative than people think. they have the number one shoe in at the present time country right now. they're beating adidas at their own game nike is coming back and innovating even further out in terms of athleisure world and changing the product line up there. the strong fundamental story, yes, the u.s. has been a bit of a struggle we all knew that it's something very much like

microsoft where their primary business is a struggle but they've got a growth area. when i look at this, you look at the u.s., they're down about 3% in sales this past quarter but china was up 9%. you look at the emerging markets, they were up 5% there isgrowth those are smaller areas. we're seeing the growth that they laid out for us long ago. because of that, that really stands out for me as well. this direct to consumer. everybody talks about online they have been shifting very rapidly to the online world. they're getting incredible growth there as well what i like about this company, let's put up the chart a second if we get a chance look at this area down in here this is a little lower than we got to this last time. once again, i think this stock is ready for this move back to the upside i don't think it's going to explode. i think it's going to be like microsoft. i think it just continues to start to grind a little higher i bought it yesterday, 51 1/2. i love the share buybacks they're involved with. i love how they like to give back to the company. they've shrunk the share count

by 5% in at it last ten years. this is a company that i think understands what the world is up against right now. they're moving online. and they're killing it online right now. they're growing in the right spots. >> karen has a question. >> does nike getting ensnared in this ncaa matter, does it make any difference at all? >> i think it's going to be a bump and i think it's one of those things that could be a one-day or two-day event, karen. in the overall big scheme of things, this is less about nike and adidas and more about the schools and primary players, i don't mean the athletes, i mean a lot of these coaches and athletic directors and so forth. >> pete? >> the inventory grew 6% will that affect margins going forward over the next couple of quarters >> i do. i think that will be an issue, guy. but part of this direct to consumer thing, they've had to deal with all kinds of foreclosures of a lot of the businesses that were selling nike apparel and so forth. because of that, is that an

issue? it was an issue. i think this is going to move to make them much more focused on the online world they won't have to -- they'll change the distribution of how they're moving shoes and clothing through the line. >> time to vote. are you buying or selling pete's pitch on nike? karen? >> yes i am a buy i like the pitch >> wow >> i know they've had a tough go of it. you can't ever count nike out. certainly relative to the other players in the space, i like the valuation much better. >> tim >> i'm a buyer >> wow >> i own the stock too i agree with a lot of things pete had to say. the investor day is a catalyst i think we get more color. these guys control their destiny. >> i say get long against 50 dollars, it wasn't a great quarter, stock held 50, the same level it held last year. well done by pedro over there. >> did pete's pitch for nike make you want to just buy the stock? vote on our twitter poll right

now at cnbc "fast money. we'll reveal the results later in the show. check out kb homes, up 2% in the after hours. more "fast money" after this

kb homes has earnings after the bell let's get to diana olick >> reporter: kb beat on the bottom line, average selling price also rose a strong 12% to just over $411,000 for a home. that's not the best news because we need cheaper homes. executives say the company was not really impacted by hurricane harvey, even though 14% of its annual closings are in houston none of its homes flooded. there was only a short delay in 50 home deliveries irma hit a bit harder but net orders they said would still be in the positive. the ceo expects demands to increase from buyers looking for homes in less storm risk jeff metzger has been in the world's attention thanks to the unsavory argument with kathy griffin that was caught on tape. >> i want to touch on a personal matter that occurred at my residence two weekends ago that

has made the news and which no doubt has come to your attention. i regretted the incident immediately and i have apologized for it sincerely. the board of directors has already taken action as the company has disclosed, and i and the kb home team are fully focused on leading this company into the future. >> reporter: kb's board of directors cut metzger's year-end bonus by 25% and said if anything like that were to happen again, he would be dismissed. melissa? >> wow, what consequences. thank you, diana olick in washington, d.c. karen, what do you say >> about that part of it i actually think, you know, the board did the right thing. i think he will move past it and it will end up being a blip. it was obviously a very -- it's embarrassing for sure, and for me, i would hate to have that next door neighbor with such terrible tension between the two of us. i don't think it will matter, he'll move past it

>> the valuations aren't fantastic in homebuilding. the sector is in a tremendous tailwind for the economy i like pulte, it's a name that pays a decent dividend their buyback supported the shares in this case i think it's positive once their balance sheet was shored up after the crisis, they actually need to grow. >> cancellation rate was 25%, worse than the street was looking for. orders only up 4%, worse than the street was looking for i understand why the stock is higher, they said some good things if you look at the chart, failed at 24 in 2013 and failed at 24 earlier this year. for me, it needs to prove itself above 24 >> if you're waiting for it to prove itself, how about home depot? it goes higher and higher. i'm a big mulcher. >> can you cut in that flower bed? >> you should see his garden >> it's unreal >> he should charge admission.

anyway ba blackberry is higher. hi, mike >> a lot of activity in blackberry most of that activity was opening. it was actually out to november. it was the ten strike calls. those are actually slightly in the money at this point because the stock was trading 10.47, close to 20,000 of those had traded for approximately 95 cents. you're risking essentially 5% of the current stock price in the ex intrinsicic premium to make a bullish bet the stock could rally another 5, 6% by november. >> thanks for that, mike >> when can we see mike, typically? >> you mean in austin, texas >> no, no. >> just joking he makes an appearance there sometimes. on "options action." the show will be tomorrow at 5:30 p.m. eastern time bang all right.

still ahead, stocks like crowing and her general mills tanking this year as amazon invaded the space. ggnew company could be an even bier disrupter we've got the details. more "fast money" still ahead. hey gary, what'd you got here? this bad boy is a mobile trading desk so that i can take my trading platform wherever i go. you know that thinkorswim seamlessly syncs across all your devices, right? oh, so my custom studies will go with me? anywhere you want to go! the market's hot! sync your platform on any device with thinkorswim. only at td ameritrade

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food stocks getting hammered this year, shares of heinz are down 11% general mills is down 15%. campbell's soup sinking 22%. all these names taking a hit off amazon's acquisition of whole foods. now a new disrupter to the space could spell even more trouble. tina shark, welcome. >> thank you >> there are so many people, consumers are willing to buy generics at this point what kind of edge do you have over a kroger that also has an in-house brand >> we're a brand, ironically, n unapologetically a brand we're first a community. when kroger's has that, they're comping that off a national

brand, a house brand engineered for price. at brandless, we build everything for quality all of our food is non-gmo, most of it is organic, our beauty is clean beauty all of our product are across the board sustainably sourced. everything we're doing is better for you and all at one fair price. everything at brandless is $3. >> no matter what you buy? >> sometimes two for three and sometimes three for three. you don't even need to bother checking prices. it's all $3. >> how do you do it so cheaply >> we do it so affordably because we eliminate the brand tax. we're not working with the old system of getting enough factory, then the markup, distribution, marketing costs. everything at brandless, we formulate, create, then ship directly to you. >> how is this different from, say, a whole foods, now owned by amazon, of course, the 365 brand, they can argue that that's not necessarily a generic brand, sort of like brandless

but more affordable. >> it may be more affordable than some of the national brands, they're comparing it to national brands that are on their shelf. but 365 and brandless are very different in that most of the brandless food is organic, that's not always the case with 365. brandless is really about a community. here at brandless we believe everybody deserves better and better doesn't need to cost more >> we'll put this to the test. >> let's do it >> guy adami here, obviously he's blindfolded, and we have a number of brandless items and also the leading brand so we're going to give you some taste tests. >> am i -- >> i'm going to hold the food for you. >> can i first thank tim for allowing me to borrow something from his unmentionable drawer. >> he borrowed a joke book too

>> ready open >> that was good >> okay? there's one. the chip is the same that's the control the salsa is different in case you were wondering >> very high science here. >> well, you know, i loved science as a girl. ready? okay >> okay. you ready? the second one, this one, was the brand. the first one was the generic. however, they were both equally outstanding. >> it was the reverse. >> like i said this one -- >> he did a great job. >> well done, by the way >> here is the next test honey on a piece of bread. again -- >> it's the first time you've said that. >> and the last time

it's a very big bite >> what is this -- >> it's a honey. >> okay. >> focus on the honey. >> it's not going to drip on me? >> no. >> that's nice okay >> all right here is the next piece this one is a little messy here we go >> the bread is our control here >> same bread. >> the second one, this one, was the jegeneric. the first one was the brand name >> the first one was the brand name yes. >> i got it right? >> yes >> bam ding, ding, ding >> not generic, brandless. >> affordable brandless. >> was there a tremendous difference >> not a discernible difference, for most human beings there would not have been a

difference >> your extraordinary palette. olive oil. >> am i drinking it? >> no, it's on the same bread. >> i'm trying to lose weight >> we got carbs tonight, sorry >> go ahead. >> which one is brandless and which is the leading brand >> the first one was the leading brand. this was brandless >> wow even your palette couldn't detect it correctly. >> wow that just tells you the genius of tina here and brandless and their affordability, folks at home if you're watching >> i'll take this article. back to the desk here. karen, you follow this space pretty closely >> i do follow the space obviously there's a lot going on

in the space the one name, if i had to pick right now, would probably be hane, there was an interesting development with the activist. i think they'll work together nicely they're in the sweet spot in terms of the kind of products people are looking for >> $3 for any of these items >> yes, all at brandless.com >> congratulations, tina, fantastic concept. this might be blasphemy, i would choose kellogg after the pullback they've had, the stock has moved from 85 to the low 60s, that's going support. they're going to get this right, meanwhile, tina will probably be way ahead of them. she said, it doesn't necessarily cost more. kellogg's will dominate. >> tina sharkey of brandless, thank you so much and sharing your brand brandless with us >> thank you for having me >> guy, you can keep it on pete's pitch for nike, did it make you want to buy the stock we have the results righafr ist te for your heart...

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question, do you know who won the grammy for best new artist in 1994 toni braxton that's likely how pete is feeling right now as america is not buying his pitch for nike.

give us your final trade >> home depot, this thing is exploding to the upside. >> sadly i've got to sell del taco, their position is too big. >> america's not buying but i'm buying it. go get it. >> see you my mission is simple to make you money. i'm here to level the playing field for all investors. there's always a bull market somewhere, and i promise to help you find it. "mad money" starts now hey, i'm cramer. welcome to "mad money. welcome to cramerica other people want to make friends, i'm trying to save you money. my job isn't just to entertain but to educate and teach you call me at 1-800-743-cnbc or tweet me at @jimcramer if you want to invest in thi