The choice of the United Kingdom is not insignificant. According to a study by UK Pet Food, the trade association for pet food manufacturers, it was estimated that in 2024, 60% of British households would own at least one pet, compared to an average of 49% in Europe. The country has around 13.5 million dogs (36% of households own one) and around 12.5 million cats (29% of households have at least one cat). In addition, a study conducted by James Wellbeloved (a British premium dog and cat food brand founded in 1990) revealed that 79% of pet owners pay as much attention to what they feed their four-legged friends as they do to their own meals.
Nulo has partnered with British manufacturers to produce its freeze-dried products and certain ingredients locally, thereby guaranteeing the freshness, quality, and sustainability of its products. The American company sells oven-baked kibble, kibble combined with freeze-dried pieces, wet food, and broths, suitable for animals of all ages, sizes, and lifestyles.
The story of Nulo is first and foremost that of Michael and his dog Max. Faced with a lack of high-quality pet food available, Michael began to question what he was actually putting in his companion's bowl. A former biomedical engineer, he discovered a worrying reality: recipes that were too high in carbohydrates and low in real animal protein, with harmful effects on animal health. Determined to do better, he surrounded himself with veterinarians and nutritionists to create food that was true to the natural needs of dogs and cats.
