In the 52-week period ending January 18, 2025, Nulo sales increased by 2.1% to US$261.8 million while volume growth increased 13.4%, not including e-commerce platforms such as Chewy.com or Amazon, according to a Nielsen report referenced by Nulo in a press release. The Neilsen report identified Nulo as among the top 15 pet food brands distributed in the United States through retail outlets.
Nulo was among three brands out of the 15 considered in the report to post year over year sales increases. The other two were Purina (up 0.4%) and Hill’s Science Diet (up 1.7%).
“Nulo led pet food business growth during a demanding period because of our industry leading marketing investments in the Fuel Incredible campaign,” said Michael Landa, Nulo founder and CEO, said in a press release. “The program features eight top world-renowned Olympic medal winners, including the legendary Simone Biles, who are all pet lovers, Nulo nutrition supporters and believers. Additionally, we’ve seen traction and incremental growth from our new product innovations including the launch of the new Cold Pressed pet food category, our shelf stable ‘fresh’ Gently Cooked Meals concept, and an innovative new line of functional treats and dental chews.”
Those eight athletes signed multi-year contracts with Nulo to participate in events, sponsorships and in-market projects. The marketing initiative involves TV advertising, social media integration and retail marketing programs.
Nulo is developing recipes and packaging changes for its core FreeStyle kibble portfolio.
“Our five dry kibble brands represent the greatest volume business opportunities for our retailers,” Eric Emmenegger, head of Nulo retail and product marketing, said in a press release. “We are making investments there to help build on our current business momentum.”
