Form S-1 Table of Controls The charts below show the retail sales of pet food and cat litter by product type, comparing BLUE to the overall pet food and cat litter markets within all Tracked Channels for 2014, as well as retail salts of BLUE products by product line within Tracked Channels for 2014. Relative to the overall pet food and cat litter market, we have a lower share in wet foods, treats and cat litter. We believe there is significant growth potential for BLUE across all product types. especially for product types where we have lower penetration, as evidenced by the fact that our sales of wet foods, treats and cat litter grew at a faster rate than our overall sales in 2014. Pet Food Retail Sales by Product Type limed Slates. Tracked Cnanneis, 2014 100% 100% 90% MST 90% 80% 1. erre" 80% 70% twat F0048 70% 60% I 60% 50% i eDry F.>":4 50% 40% I 40% 30% i 30% 20% 20% BLUE Retail Sales Mix by Product Line United States Troci,ed Channels. 2014 10% 0% 0% SLUE Pet Food and utter Mast BLUE Product Line Le* *Sue Neasaly Frew (Utter) to Blue Freedom 'Bk. Baas sake INSIdemass canoe tie Poxes:eon FOrrnuia Our research and development and product development teams work together to develop natural products that we. as pet parents, would want to feed our pets. Our focus on natural ingredients is a core advantage as we continue to develop and build upon our expertise. The formulations and processes required for the manufacture of Wholesome Natural pet foods arc often different from those of Engineered pet foods. For example, developing and managing the shelf life of products is more difficult when using only natural preservatives. In addition, wheat, which is a "natural" ingredient, is a low-cost but effective food binder that is commonly used in the pet food industry. Since we do not use wheat in any' of our products, we have developed know-how and expertise in the use of ingredients other than wheat to act as food binders.