SPRING 2017NEW PRODUCT

LAUNCHES

Can Alternative

Safe & 100% human gradeFree of BPA and preservativesMade with healthy whole foodsMakes 12oz of food—same as a can!

TRADE UP FROM CANS TO THE HONEST KITCHEN

2017 INDEPENDENT PET RETAILER EXCLUSIVE!

Item #Wholesale Price

(tray) Wholesale Margin MSRP (ea) MSRP (tray)

FC3T $19.54 30% $3.49 $27.92

EC3T $19.54 30% $3.49 $27.92

LC3T $19.54 30% $3.49 $27.92

MERCHANDISE WITH CANS!

JUST ADD

WATER

$.99 INTRODUCTORY PRICE

OFF

ER

Sell at $.99 price immediately upon receipt. Limit 72 cups per store at promotional price, 5 per customer72 cups = 1 case of each diet

PO

P

CANS GET A

placement during introductory promo

placement during introductory promo + every day

Cupgrade PromoMERCHANDISE WITH CANS!

Aggressive media buy to target canned feeders– directing to local store

Aggressive in-store promotion to transition from can use to The Honest Kitchen

Bounce back coupon redemption helps promo trial.$5 off full size box

LEADS TO INCREASED SALES, A SUCCESSFUL LAUNCH AND LIFELONG CUSTOMERS.

Merchandize in canned food section D

RIV

E T

RIA

L Cupgrade Promo

MERCHANDISE WITH CANS!

Limited Ingredient Diets

Just 6 limited ingredients – with a single proteinas the first ingredientFor pets with sensitivities to many common petfood ingredientsAbsolutely no red flag ingredients or commonallergensNew and improved grain free and limitedingredient super-palatable recipesMade with ranch-raised beef and cage-free duck

HOPE™Beef & ChickpeaAdult Maintenance

SPRUCE™Duck & Sweet potato

ALL L IFE STAGES

Item # Wholesale Price (ea) Wholesale Margin MSRP (ea)HOR $75.59 28% $104.99

HO4 $38.15 28% $52.99

SPR $89.99 28% $124.99

SP4 $45.35 28% $62.99

Proper Toppers

Stella & Chewy’s Meal Mixers3.5oz - $7.999oz - $16.99

18oz - $30.99 18oz = 1.72 per oz

Nature’s Variety Raw Boost6oz - $12.99

14oz - $25.9914oz = 1.82 per oz

Proper Toppers5.5oz - $9.9914oz - $19.99

14oz = 1.43 per oz

Item # Wholesale Price (ea) Wholesale Margin MSRP (ea)

PTBEE14 $12.99 35% $19.99

PTBEE5 $6.49 35% $9.99

PTFIS14 $12.99 35% $19.99

PTFIS5 $6.49 35% $9.99

Complete & Balanced: Can be used as a topper, treat or complete meal100% Human Grade: Provides the quality and safety pets deserveSuperfoods: Contain antioxidant-rich whole foods to provide a nutritional boost64% of dog owners mix toppings with kibble

TRAINING ANYTIME

Note: Wonders®, Quickies® and Smittens® will be discontinued.

FUNCTIONALhigh-value training treatsnow grain freebreakable heart-shaped cookiesjust 8 calories per cookie

for any occasion treat rituals—crate time, bed time filets & bites

functional treats for health purposes like dental, digestion, skin & coatgood source of Omega-3s

Treat Line Refresh

MSRP $11.9950%+ MARGIN

MSRP $10.99 - 15.9950%+ MARGIN

MSRP $12.99 - 14.9950%+ MARGIN

PRODUCT NATIONAL LAUNCH: MARCH 2017

KEY DATES In distributors March 15th

Distributor rep kits mailed week of March 20th

Cup promo starts once stores receive (April/May)

SALES15% Global offerCup Store Margin: 30%LID Store Margin:28%Proper Topper Store Margin: 35%Treats Store Margin: 50+%

CUP PROMO DETAILSSell at $.99 price immediately upon receiptLimit 72 cups per store at promotional price, 5 per customer72 cups = 1 case of each diet

Key Facts One Sheet