Pet food brand Nulo has distinguished itself in the competitive market by posting impressive sales and unit volume growth during a challenging year for the industry. According to Nielsen sales data for the 52-week period ending January 18, 2025, Nulo achieved a 2.1% increase in sales volume, reaching $261.8 million, and a remarkable 13.4% growth in unit volume to 40.3 million units.
The company's success can be directly attributed to its innovative 'Fuel Incredible' marketing campaign, which featured eight Olympic medal-winning athletes who are also passionate pet owners. This comprehensive marketing strategy included television advertising, social media integration, and targeted retail marketing programs that resonated with consumers during the summer Olympic games.
Nulo Founder and CEO Michael Landa highlighted the campaign's effectiveness, noting that the Olympic athletes, including renowned gymnast Simone Biles, brought credibility and visibility to the brand. The company also emphasized its product innovations, including the launch of a new Cold Pressed pet food category, shelf-stable 'fresh' Gently Cooked Meals, and a line of functional treats and dental chews.
In a market where only three out of 15 top pet food brands reported year-over-year sales increases, Nulo's performance stands out. Competitors Purina and Hill's Science Diet saw minimal growth of 0.4% and 1.7% respectively, underscoring Nulo's exceptional market positioning.
Looking forward, Nulo is focusing on enhancing its core FreeStyle kibble portfolio, with plans to improve recipes and packaging. The company believes its five dry kibble brands represent the greatest volume opportunities for retailers, and is investing accordingly to maintain its current momentum.
