as of September 28, 2024, total U.S. pet food is a $54 billion category. We only have a 3.2% market share within the $37 billion dog food segment, which is the majority of our business today. Within the fresh frozen subcategory in measured channels, Freshpet has a 96% market share...
And then touching on Ken's question before, have you revised your messaging in any way to specifically target some of those new dog owners to get them into the Freshpet brand? Or are you more focused on just staying the course at this time? Billy Cyr--Chief Executive Officer Yeah. So, ...