Freshpet Expansion and Growth Strategy

Barriers to purchasing Freshpet (among prime prospects) III AWARENESS 43% Aided Awareness FP PROPOSITION Making the Strange, Familiar • It's freshER • Roll looks like a Sausage/"Gross Factor" • COMPLACENCY • ~40% Content w/ Brand It's Fine, Works Shopping on Auto- Pilot/By-Pass Fridge INCONVIENENT 10% Purchase Too Often AVAILABILITY 14% Not Available PRICE/VALUE • 22% Too Expensive • 5% Too Much Trouble • 45% ACV freshpet Source: 2016 FP Brand Tracker, 2016 FP A&U, TTL Aware Non Users/Prime Prospects Main Reason Not Purchasing, Shop-A-longs, n=202 freshpet 50 50

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