Nulo began when founder Michael Landa saw firsthand how carb-heavy pet diets were failing active dogs and cats. Based in Austin since 2009, the company develops recipes with high animal-based protein (often with up to ~85% of the protein coming from animal sources) and includes patented, spore-forming probiotics designed to survive manufacturing and reach the gut.
You’ll find their science-driven nutrition at specialty pet retailers, online, and in select national chains. Their three-pillar approach—innovation, functional ingredients, and accessibility—continues to reshape how pets eat across America.
From Max the Lab to a Pet Food Revolution
One loyal Labrador named Max helped spark a rethink of everyday pet nutrition. When Landa couldn’t find food that met his athletic dog’s needs, he left a corporate path to build something better.
Max’s struggles highlighted an industry reality: many mainstream foods were heavy in starches and light in animal protein—a mismatch for dogs’ and cats’ needs.
That insight led to Nulo’s founding in 2009. Concerned by rising rates of overweight and metabolic issues in pets, Landa assembled veterinarians and nutritionists to craft a high-animal-protein, lower-carb approach. Nulo’s premium recipes emphasize animal-based protein to support lean muscle in dogs and cats.
Their mission? Formulate with high animal protein, low-glycemic ingredients, and viable probiotics that make it to the intestines.
Much like resilient Texas pecan groves thriving through tough seasons, Nulo’s formulations aim to help pets thrive through nutritional challenges.
Today, Max serves as Nulo’s informal “chief tasting officer,” keeping the bar simple: if it’s not good enough for Max, it’s not good enough for your pet.
The Austin Advantage: Why Texas Became Nulo’s Home
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Three factors anchored Nulo’s headquarters in Austin. First, its central U.S. location streamlines sourcing from Midwestern suppliers and distribution nationwide, enabling fresher products and efficient logistics.
Second, Austin’s supportive business ecosystem—from investors familiar with better-for-you foods to talent in tech and operations—helped Nulo scale responsibly. Tapping Texas’s tech community accelerated supply-chain and customer-engagement improvements.
Finally, the city’s health-conscious pet community offered an ideal proving ground for high-protein formulas, validating the concept before broader rollout across specialty retailers and national partners. Landa launched Nulo’s Austin-based operations in 2009, building from lessons learned at his prior pet-care venture.
Nutritional Philosophy: High Protein, Low Carb, Real Results
Austin may be home base, but Nulo’s core is what goes in the bowl. The brand’s philosophy centers on animal-focused protein with restrained carbohydrates.
Ingredient oversight emphasizes high dry-matter meat content and low-glycemic carbs. You’ll find label transparency that reflects what’s in the bowl after cooking, not just pre-process weights. Nulo formulas include patented, spore-forming probiotics to remain viable through manufacturing and storage and activate in the digestive tract.
Like customer-first software companies, Nulo iterates on owner feedback and nutrition science to keep improving.
Patented Probiotics: The Science Behind Gut Health
Gut health is a cornerstone of Nulo’s approach. Nulo uses Bacillus coagulans (marketed as GanedenBC30®), a patented spore-forming strain that remains dormant through processing and activates in the intestines. This ensures probiotics actually reach the gut.
Once active, these microbes produce lactic acid, supporting a balanced microbiome and helping limit harmful bacteria. The shorter digestive tract in pets makes resilient probiotics especially valuable. Nulo often pairs them with prebiotic fibers (such as inulin) and gentle botanicals to support GI comfort.
Across dry, wet, and topper formats, servings are designed to deliver meaningful CFUs, supporting digestive health through stress, diet transitions, and routine life.
Growth Journey: From Regional Favorite to National Brand
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Nulo’s growth from Austin startup to national presence began soon after 2009, with targeted distribution through independent specialty stores, select national partners, and major e-commerce platforms. Expansion beyond kibble into canned, freeze-dried, treats, and toppers broadened the portfolio while keeping the high-protein / lower-carb ethos.
Outside investment over the years helped fuel R&D, brand building, and selective international expansion—without losing focus on nutrition fundamentals.
Athlete Partnerships: Performance Meets Pet Nutrition
Nulo has partnered with elite athletes—people who live the connection between nutrition and performance—to tell authentic pet-wellness stories. Campaigns showcase active owners and their pets, aligning high-protein fueling with everyday vitality, while community initiatives with nonprofits signal values that go beyond commerce. Featuring athletes with their own dogs and cats helps translate training mindset into pet care in a credible, human way.
Mix-and-Match Meals: Beyond Basic Kibble
Nulo encourages customized feeding by pairing high-meat kibble with freeze-dried raw, meaty toppers, hydrating broths, and functional treats—a flexible, “build-your-bowl” approach that elevates nutrition and palatability.
Pet parents can:
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Start with a high-animal-protein kibble base,
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Add freeze-dried bites for raw nutrition,
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Mix in single-serve toppers for protein variety, and
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Finish with broth for hydration.
These shelf-stable add-ons support busy lifestyles and travel while maintaining quality proteins and simple prep—no subscriptions or complex routines required.
Strategic Marketing: Reaching Active Pet Parents Nationwide
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Innovation is the engine; integrated marketing is the amplifier. Nulo connects TV, digital, in-store education, and social content to reach active pet parents where they live. Athlete ambassadors strengthen premium positioning and deliver credible storytelling.
Partnerships with digital-first agencies help optimize campaigns across major platforms and drive trial via targeted offers, sampling, and education—translating awareness into repeat purchase.
Real Stories: Health Transformations That Built Trust
Behind the metrics are pets whose lives have visibly improved. Consistent themes in customer stories include shinier coats, steady energy, and digestive balance after switching to Nulo’s veterinarian-advised formulas. On-the-ground engagement at community events, transparent ingredient communication, and nutrition education have turned buyers into advocates for high-protein, lower-carb feeding.
The Next Chapter: Nulo’s Vision for Pet Nutrition’s Future
Nulo’s future rests on three pillars: scientific innovation, functional ingredients, and accessibility. The team continues to refine animal-protein-forward recipes and carb quality, expand options from freeze-dried to gently cooked formats, and update packaging for clarity and ease of use.
Education remains central. By working with experts and athlete-owners, Nulo promotes personalized feeding—matching activity level, life stage, and sensitivities—so more pets can enjoy peak vitality powered by better nutrition.
