AUSTIN, TEXAS — Nulo is currently in the process of expanding its e-commerce presence of its premium kibble line, Challenger. According to Nulo, the line is specifically designed as a “beacon” for sustainable choices.

As sustainability continues to rise as a priority for pet parents, Nulo is striving to have the Challenger line at the forefront of sustainable pet food purchasing. The company originally launched the Challenger line in 2020.

“Nulo believes we have a responsibility to bring leadership in sustainable practices to the pet industry, and a business imperative to be responsive to consumer concerns about the relationship between pet and human food production and related global warming impacts,” said Eric Emmenegger, head of Retail and Product Marketing for Nulo.

The Challenger line features high-protein formulations made with ethically sourced protein including beef, lamb, pork, haddock, salmon, Acadian redfish, duck, turkey and guinea fowl. The line offers choices for puppy, adult and small breed dogs, with 83% to 90% of the protein in each recipe stemming from animal sources.

The recipes also feature sustainably sourced organic ancient grains including oats, barley and millet, which are farmed in the United States and Canada without the use of synthetic fertilizers and pesticides. Oat and barley grains require less water resources to harvest, while millet grains are drought-resistant and thrive in poor soil, making them all sustainable ingredient choices, according to Nulo. 

“Secondary research confirms an important synergy between the buyers of premium pet nutrition and a desire for conscious consumption,” Emmenegger explained. “We know people want to exercise sustainable choice in pet food selection and often find it hard to identify a sustainably made option beyond recyclable packaging. Challenger gives them an authentic choice while also elevating the nutrition they are providing to their pet.”

Nulo is supporting the Challenger line with special promotions featuring Paralympic athlete Jessica Long, who feeds Challenger to her Goldendoodle, Goose. 

“It’s important to me to feed Goose nutritious dog food. My husband and I have done so much research on what is the best nutrition because we want him to be here for a long time — I can’t even imagine my life without him,” Long said. “And that’s why we chose Nulo.” 

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