Nulo is expanding its FreeStyle kibble line with two new recipes designed to capitalize on emerging pet food trends: a small breed formula and a limited-ingredient diet (LID) option. The company plans to launch both products at Global Pet Expo, with shipments beginning in April 2025.
“Our business goal is to build on the momentum we achieved in 2024 as the sales and unit volume leader among the top 15 pet food brands distributed nationally in the retail channel,” said Eric Emmenegger, head of Retail & Product Marketing at Nulo. “FreeStyle has been a staple of our brand portfolio for more than a decade, yet it’s been several years since we introduced new recipes. We’re putting greater investment there to build on the sales growth our retail partners are already experiencing."
Addressing small breed growth, limited-ingredient offerings
Small breed ownership has risen steadily, now representing 46.5% of dog-owning households. In response, Nulo is introducing FreeStyle Small Breed Beef & Sweet Potato, a high-protein kibble (81% from animal sources) with BC30 probiotic for digestive health.
Consumer demand for single-source protein pet foods remains strong, particularly for red meat options. To meet this need, Nulo is launching FreeStyle Limited+ Lamb Recipe, featuring 28% crude protein and added methionine and taurine for heart health.
“The data is supported by retailers’ feedback, many who have encouraged us to expand our assortment,” said Emmenegger. "We’re adding FreeStyle Limited+ Lamb Recipe to our LID line-up to optimize choices at shelf for those who prefer red meat proteins."
Nulo’s Fuel Incredible campaign, featuring Olympians Simone Biles and Gabby Thomas, helped boost brand visibility and sales. CEO Michal Landa emphasized the campaign’s lasting impact:
“We are continuing to leverage the incredibly powerful stories of these amazing athletes and their beloved pets — who play a critical role in their training and emotional support to help enable their world-class athletic performances.”
Nulo said it plans to prioritize its dry kibble portfolio in 2025, reinforcing support across retail channels to maintain its category leadership.
Adapted from a press release.
