Nulo has distinguished itself in the competitive pet food market by achieving remarkable sales performance in 2024, outpacing most competitors in a challenging industry landscape. According to Nielsen sales data, Nulo experienced a 2.1% increase in sales volume, reaching $261.8 million, and an impressive 13.4% growth in unit volume, totaling 40.3 million units.
The company's success can be attributed to its innovative 'Fuel Incredible' marketing campaign, which featured eight Olympic medal-winning athletes who are also devoted pet owners. This strategic approach, which included comprehensive television advertising, social media integration, and targeted retail marketing programs, helped Nulo stand out in a market where only three out of the top 15 pet food brands reported year-over-year sales increases.
Nulo Founder and CEO Michael Landa credited the brand's growth to its marketing investments and commitment to product innovation. The company has expanded its product line to include new categories such as Cold Pressed pet food, shelf-stable 'fresh' Gently Cooked Meals, and a line of functional treats and dental chews.
The brand is now focusing on further strengthening its core FreeStyle kibble portfolio, recognizing that these dry kibble lines represent the most significant volume opportunities for retailers. With all eight Olympic athlete endorsers signed to multi-year contracts, Nulo plans to leverage their credibility and reach to continue building brand momentum.
In a pet food market characterized by overall sales softness, Nulo's growth stands as a testament to the power of strategic marketing, innovative product development, and strong brand positioning.
