Nulo Pet Food
Nulo Pet Food is a privately held Austin-based premium pet food manufacturer founded in 2009, selling dog and cat nutrition across five sub-brands through DTC e-commerce and Petco/PetSmart retail, formulated around high animal-protein recipes and BC30 probiotics.
- Company typePrivate
- Founded2009
- HeadquartersAustin, United States
- Headcount101–250
- GTM typeB2C
- OfferingHardware or Manufacturing
What Nulo Pet Food does
Nulo Pet Food is a privately held, Austin, Texas-based premium pet food manufacturer founded in 2009 by CEO Michael Landa. The company formulates and sells dog and cat food across five sub-brands: MedalSeries (premium, retailed at Petco and PetSmart), FreeStyle, Frontrunner (performance dog food), Challenger, and Prowess (functional cat nutrition). Its core technical positioning centers on high animal-based protein content (80-90% of protein from animal sources), Advanced BC30 probiotic supplementation, and low-glycemic ingredient systems, with a Mix-It Meal System enabling customizable bowl building.
The product portfolio spans kibble, kibble with freeze-dried raw, gently cooked meals, freeze-dried raw, wet food (paté, shredded, minced, chunky broth), bone broth, signature stews, supplements, and treats across life stages (puppy/kitten, adult, senior) and specialty diets (grain-free, limited ingredient, healthy weight, small breed, large breed, indoor cat, hairball management). Manufacturing and formulation IP is proprietary but not patent-disclosed in the available data.
Nulo operates a dual-channel business model: direct-to-consumer e-commerce through nulo.com and wholesale distribution via the two largest US pet specialty retailers (Petco and PetSmart) for the MedalSeries line. The company has raised approximately $37.9 million in disclosed equity funding between 2016 and 2018, including a $9.5 million round led by CAVU Consumer Partners and a later $28.4 million round, with Main Post Partners also taking a partnership position. End customers are individual pet owners seeking premium, protein-rich, functional nutrition across canine and feline segments.
Nulo Pet Food firmographics
Firmographics- Name
- Nulo Pet Food
- Legal name
- Nulo, Inc.
- Website
- https://nulo.com
- Company type
- Private
- Founded year
- 2009
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Nulo Pet Food is a privately held Austin-based premium pet food manufacturer founded in 2009, selling dog and cat nutrition across five sub-brands through DTC e-commerce and Petco/PetSmart retail, formulated around high animal-protein recipes and BC30 probiotics.
- Ownership category
- akta.pro rank
Nulo Pet Food industry classification
Industry- Product category
- Premium Pet Food
- NAICS
- Dog and Cat Food Manufacturing (311111), Animal Food Manufacturing (3111), Pet and Pet Supplies Retailers (459910)
- SIC
- Food And Kindred Products (2000)
- akta.pro primary industry
- Dry Kibble (Dog & Cat) (CRADAFAA)
- akta.pro secondary industries
- Frozen & Raw Pet Food (incl. freeze-dried) (CRADAFAD), Wet & Canned Pet Food (AFADAFAB), Freeze-Dried & Dehydrated Pet Food (AFADAFAD), Species-Specific Supplements (Dog/Cat/Other Companion Species) (HLAMALAN)
Keywords
Where Nulo Pet Food is headquartered
LocationHeadquarters
- HQ city
- Austin
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Nulo Pet Food business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure
Revenue model
- Direct-to-Consumer Pet Food Sales: Nulo generates revenue through direct sales of pet food products via their e-commerce website, offering a wide range of dry kibble, wet food, freeze-dried raw, treats, and supplements for dogs and cats
- Wholesale/Retail Distribution: Revenue from selling products through retail partners including Petco and PetSmart, particularly for the MedalSeries product line
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Product lines include FreeStyle, MedalSeries, Prowess, Challenger, and Frontrunner with varying price points |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels4 records
Nulo Pet Food product offering
Product offeringCore offering
Nulo manufactures and sells premium dog and cat food products across multiple formats including kibble, gently cooked meals, freeze-dried raw, wet food, treats, supplements, and bone broth. Products are organized under five sub-brands (MedalSeries, FreeStyle, Frontrunner, Challenger, and Prowess) and formulated around high animal-based protein (80-90% of protein from animal sources), low carbohydrates, low glycemic ingredients, and Advanced BC30 probiotic supplementation. The company sells directly to consumers through its e-commerce site and through major pet specialty retailers.
Product overview
Nulo Pet Food is a pet food manufacturer offering a comprehensive portfolio of dog and cat food products organized under five sub-brands: MedalSeries (premium, available at Petco and PetSmart), FreeStyle (freeze-dried raw and treats), Frontrunner (performance dog food), Challenger (specific health formulas), and Prowess (functional cat nutrition). The core product offerings span multiple formats including Kibble, Kibble with Freeze-Dried Raw, Gently Cooked meals, Freeze-Dried Raw, Wet Food (Paté, Shredded, Minced, Chunky Broth), Meal Enhancers (Meaty Pouches, Silky Mousse, Perfect Purées), Bone Broth toppers, Signature Stews, Supplements, and Treats. Products are formulated around core nutritional principles: high animal-based protein, low carbohydrates, low glycemic ingredients, and Advanced BC30 probiotics for digestive and immune health. Nulo offers specialized formulas across life stages (Puppy, Adult, Senior, Kitten), specialty diets (Grain-Free, Limited Ingredient, Healthy Weight, Small Breed, Large Breed, Indoor Cat, Hairball Management), and multiple textures to satisfy varying pet preferences.
Differentiator
Problem solved
Functional benefit
Brands
- MedalSeries: Premium wet, dry, freeze-dried raw, treat, and topper recipes for cats and dogs. Available at Petco and PetSmart. On average, 80-90% of protein comes from animal sources.
- FreeStyle
- Challenger
- Frontrunner
- Prowess
Products and services
- MedalSeries Premium product line offering dry, wet, freeze-dried raw, treat, and topper recipes for dogs and cats, with 80-90% of protein from animal sources. Distributed through Petco and PetSmart in addition to nulo.com.
- FreeStyle Product line featuring freeze-dried raw, kibble, and treat offerings for cats, including grain-free options such as Perfect Purées lickable treats.
- Frontrunner Dog food product line focused on performance and athletic dogs, emphasizing high protein and nutrition for active pets.
- Challenger Dog food product line with recipes designed for specific health and performance needs.
- Prowess Functional cat food line with products including Bright Beginnings for kittens, Skin & Coat, Mature 12+, Healthy Weight, and Sensitive Stomach formulas, available in shredded and paté textures.
Companies that use Nulo Pet Food
Customer profileNamed customers2 records
Segments3 records
Ideal customer profiles3 records
Nulo Pet Food technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Nulo Pet Food partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core.
- PetcocorePetco serves as a key retail distribution partner for Nulo, featuring products including MedalSeries Grain-Free Cod & Duck Dry Cat & Kitten Food in their stores and online platform, providing broad consumer access for the premium pet food brand.
- PetSmartcorePetSmart distributes Nulo's MedalSeries product line through their retail locations, providing additional physical retail presence for the brand alongside direct-to-consumer and Petco channels.
Scale indicators1 record
Recent moves6 records
Expansion highlights5 records
Nulo Pet Food competitors and assessment
Company assessmentDirect peers
- Stella & Chewy's: Premium raw and freeze-dried pet food brand co-identified with Nulo in the air-dried/specialty pet food market. Sells high-protein, minimally processed dog and cat food through specialty retail and DTC, directly overlapping with Nulo's MedalSeries and FreeStyle lines.
- Primal Pet Foods: Specialty raw and freeze-dried pet food manufacturer named alongside Nulo as a key player in the air-dried/raw category. Competes head-to-head with Nulo in premium, protein-forward dog and cat nutrition across specialty retail and DTC.
- Ziwi Pets: Premium air-dried pet food brand co-listed with Nulo in the air-dried market. Overlaps on high-meat, low-carb positioning and serves similar premium pet owner segments through specialty retail and DTC.
- Instinct (Nature's Variety): Raw and minimally processed pet food brand cited alongside Nulo in the air-dried/raw market. Competes on raw, freeze-dried and high-protein kibble with overlapping distribution in pet specialty and DTC.
- Orijen (Champion Petfoods): Premium, protein-dense kibble and freeze-dried pet food brand owned by Champion Petfoods. Directly comparable to Nulo on whole-prey/biologically-appropriate positioning and premium retail presence.
- Acana (Champion Petfoods): Premium pet food brand from Champion Petfoods with high-protein, regionally inspired recipes. Sits in the same premium kibble and freeze-dried tier as Nulo MedalSeries, with overlapping specialty retail distribution.
- Wellness Pet Company: Premium natural pet food portfolio (Wellness Core, Wellness Complete) covering kibble, wet and treats. Competes with Nulo in the protein-forward, grain-inclusive/free space across pet specialty and mass channels.
Emerging players
- Open Farm: Premium, sustainably sourced pet food brand with strong DTC and specialty retail presence. Competes with Nulo on ethically sourced, high-protein positioning and targets similar premium-conscious pet owners.
- The Farmer's Dog: Direct-to-consumer fresh, human-grade pet food brand with strong subscription economics. Competes with Nulo for the same premium, health-conscious pet owner via DTC, but with a fundamentally different fresh/frozen delivery model versus Nulo's shelf-stable formats.
Broad incumbents
- Blue Buffalo (General Mills / Mars): Mass-market premium pet food brand owned by Mars Petcare (acquired by Mars from General Mills in 2018). Competes broadly with Nulo in premium kibble and wet food across grocery, mass and pet specialty, with significantly greater scale and trade leverage.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks5 records
Key highlights6 records
Customer concentration
Nulo Pet Food social profiles
Digital presenceNulo Pet Food financial estimates
Financial estimateRevenue estimate
Valuation estimate
Nulo Pet Food leadership team
Management profileNumber of profiles
Profiles1 record
Nulo Pet Food funding detail
Funding detailFunding overview
Funding rounds4 records
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Nulo Pet Food M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Nulo Pet Food
What does Nulo Pet Food do?
Nulo manufactures and sells premium dog and cat food products across multiple formats including kibble, gently cooked meals, freeze-dried raw, wet food, treats, supplements, and bone broth. Products are organized under five sub-brands (MedalSeries, FreeStyle, Frontrunner, Challenger, and Prowess) and formulated around high animal-based protein (80-90% of protein from animal sources), low carbohydrates, low glycemic ingredients, and Advanced BC30 probiotic supplementation. The company sells directly to consumers through its e-commerce site and through major pet specialty retailers.
Is Nulo Pet Food a public or private company?
Nulo Pet Food is a private company. It is classified as private equity controlled and is currently operating.
When was Nulo Pet Food founded?
Nulo Pet Food was founded in 2009. It employs 101 to 250 people.
Where is Nulo Pet Food based?
Nulo Pet Food is headquartered in Austin, United States, in the North America region.
How does Nulo Pet Food make money?
Two revenue lines are on record. Direct-to-Consumer Pet Food Sales are the primary driver. The others are wholesale/Retail Distribution.
Who are Nulo Pet Food's main competitors?
Direct peers on record are Stella & Chewy's, Primal Pet Foods, Ziwi Pets, Instinct (Nature's Variety), Orijen (Champion Petfoods), Acana (Champion Petfoods) and Wellness Pet Company. Emerging players are Open Farm and The Farmer's Dog. Blue Buffalo (General Mills / Mars) is listed as a broad incumbent.
Does Nulo Pet Food have an API?
No public API is recorded for Nulo Pet Food.
What industry is Nulo Pet Food in?
Nulo Pet Food's product category is Premium Pet Food. Its primary akta.pro industry code is CRADAFAA, Dry Kibble (Dog & Cat), with a secondary code of CRADAFAD, Frozen & Raw Pet Food (incl. freeze-dried). Its NAICS code is 311111 and its SIC code is 2000.