Nulo Leads Pet Food Industry Growth with Olympic-Powered Marketing Strategy

Nulo, a premium pet food brand, has emerged as the top performer in the pet food industry for 2024, driven by its strategic 'Fuel Incredible' marketing campaign centered around Olympic athletes. According to Nielsen sales reports, Nulo experienced a 2.1% sales volume increase to $261.8 million and a remarkable 13.4% unit volume growth to 40.3 million units during the 52-week period ending January 18, 2025.

The company's success stands out against a backdrop of overall category sales softness, with only two other brands—Purina and Hill's Science Diet—posting modest year-over-year growth. Nulo's achievement can be attributed to its comprehensive marketing approach during the summer Olympic games, which featured eight medal-winning athletes who are also passionate pet owners.

Nulo's founder and CEO, Michael Landa, credited the company's marketing investments for driving business growth. The campaign leveraged the credibility and popularity of Olympic athletes like Simone Biles, creating a powerful narrative that resonated with pet owners. These athletes, who have signed multi-year contracts, are expected to play an increasingly significant role in future brand initiatives.

Beyond marketing, Nulo has been innovating in product development. The company introduced new product categories, including Cold Pressed pet food, shelf-stable 'fresh' Gently Cooked Meals, and a line of functional treats and dental chews. The brand is currently focusing on enhancing its core FreeStyle kibble portfolio, recognizing these products represent the greatest volume opportunities for retailers.

The brand's strategic approach highlights a growing trend in pet nutrition: connecting performance, health, and lifestyle. By aligning with elite athletes and emphasizing high-protein, low-carb nutrition, Nulo is positioning itself as more than just a pet food company—it's a lifestyle brand that promotes peak performance for pets.

Nulo's growth demonstrates the potential for targeted marketing and product innovation in the competitive pet food market. As pet owners become increasingly discerning about nutrition and wellness, brands that can effectively communicate quality and performance are likely to see continued success.