We are currently Ow Al advertiser in the Wholesome Natural market segment. by a wide margin, and one of the top advertised brands m the industry. BLUE Life Protection Formula, Wilderness, Freedom and Basics are all supported in key communication vehicles. http://www.so:.gov/Archivestedgaddata/16099119A/001193125152110483

ontinue to deepen each product line with new products, expand each product line's shelf presence and support each product line with advertising: • BLUE Life Protection Formula — introduced in 2003, this is our original and largest product line with the broadest flavor, functional and breed-specific variety; • BLUE IVikkm

13, from 40.5% for the year ended December 31, 2012. Gross margin was primarily impacted by: favorable product mix driven by our BLUE Wilderness and BLUE Life Protection Formula lines as well as the introduction of new products across all of our major product lines (0.7 percentage point gross margin increase); • higher ave

n their packaging as we group all food products that that arc not specifically designated as BLUE Wilderness. BLUE Basics or BLUE Freedom under our BLUE Life Protection Formula line; • BLUE Wilderness — introduced in 2007, this is our high-meat. high-protein, grain-free ancestral taxiing line and our second largest produc

Yen ten MoSerrieni Warial•PI Cat into Mop • BLUE Bas.a • St UE Fries Kal • GUN • &OE F•toten Modes 00121. MU; Note BLUE LPF refers to BLUE Life Protection Formula We offer a range of natural products at different price points across our product portfolio. Price points vary between and within the product lines