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      "text": "Ultra/Super Heavy HHP (in millions) and Ultra/Super Heavy Buy Rate from 2020 to 2024",
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      "text": "Source: Numerator data for 52-week periods ending 12/31/20, 12/31/21, 12/31/22, 12/31/23, and 12/31/24\n*Most Valuable Pet Parents",
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      "text": "% of total Freshpet households that are Ultra/SH\n2020: 10%\n2021: 11%\n2022: 13%\n2023: 14%\n2024: 15%",
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      "kind": "title",
      "text": "Freshpet sales are increasingly concentrated in our heaviest users- now called MVP's* – and account for 69% of FY 2024 net sales",
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