Nulo has distinguished itself as the leading performer in the pet food industry for 2024, achieving remarkable sales and unit volume growth amidst a competitive market. Nielsen reports for the 52-week period ending January 18, 2025, highlight Nulo's sales volume increase of 2.1% to $261.8 million and a unit volume rise of 13.4% to 40.3 million units. This success is largely due to the company's Fuel Incredible marketing campaign, which leveraged endorsements from eight Olympic medal-winning athletes, including Simone Biles, to connect with pet owners on a personal level.
The campaign's innovative approach set Nulo apart in a market where only Purina and Hill's Science Diet also saw year-over-year sales increases. Michael Landa, Nulo's Founder and CEO, emphasized the impact of high-profile athlete partnerships and the brand's commitment to quality and innovation. These athletes, now under multi-year contracts, are expected to further Nulo's narrative and product development efforts.
Beyond marketing, Nulo is expanding its product lineup with innovations like Cold Pressed pet food, shelf-stable 'fresh' Gently Cooked Meals, and functional treats and dental chews. The company is also enhancing its FreeStyle kibble portfolio, recognizing these products as key to retailer success. Nulo's focus on ultra-premium pet nutrition, featuring high animal-based protein and low carbohydrate content, has appealed to pet owners prioritizing health and performance. With availability in over 6,500 pet specialty retailers nationwide, Nulo continues to stand out for its dedication to pet wellness and nutritional excellence.
