AUSTIN, TEXAS — Nulo announced an expansion of its high-volume FreeStyle kibble line featuring two new dog food products that are aligned with developing consumer and pet food category growth trends, according to the company. Launched at Global Pet Expo last week, the new products include a small-breed specific recipe and a limited ingredient formula. 

“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 and product marketing at Nulo.

According to Emmenegger, Nulo’s dry product portfolio is the growth driver responsible for its industry sales leading performance in 2024.

“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,” he added. “We’re putting greater investment there to build on the sales growth our retail partners are already experiencing.”

In response to growing numbers of small breed dogs in households, the new FreeStyle Small Breed Beef & Sweet Potato recipe features 81% animal proteins and a patented BC30 probiotic to support gut health. 

For the rising number of consumers looking for limited-ingredient pet food options, Nulo also launched its new FreeStyle Limited+ Lamb Recipe. According to SKU tracking, Nulo found that red meat recipes are leading performers in the limited ingredient category. The lamb-based formula features 28% crude protein, along with methionine and taurine to support cardiovascular health. 

“The data is supported by retailers’ feedback, many who have encouraged us to expand our assortment,” Emmenegger said. “So, we’re adding FreeStyle Limited+ Lamb Recipe to our limited ingredient diet line-up to optimize choices at shelf for those who prefer red meat proteins.”

The new FreeStyle kibble recipes will begin shipping in April. 

Nulo’s marketing momentum has also continued, with the company’s “Fuel Incredible” marketing campaign being credited with driving industry-leading traffic and retail channel sales growth, as authenticated by Nielsen tracking. 

“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,” said Michael Landa, founder and chief executive officer of Nulo. “The Olympic games are over and now we have greater access to our athlete partners, whose credibility and reputations are a powerful association for Nulo that benefits the integrity and quality story behind our high-performance pet nutrition.”

For the remainder of 2025, Nulo plans to prioritize its dry kibble product portfolio with added support in all channels of distribution. 

Read more about new pet food and treat products.