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    our-story

    nutrition meets love in every bite

    Nutrition & Love

    A Labor of Love

    The story of Nulo is really the story of Michael and Max. While working in the corporate world and living in California, Michael was preparing for an upcoming work trip and was searching for someone to watch his black lab, Max, while he would be gone. With no luck finding an adequate dog-care situation and refusing to leave his buddy behind, he decided to drive to Colorado instead of fly so that Max could join. While in the car, Michael had plenty of time to think about the lack of quality pet care options available and devise a solution.

    Alarming Trends

    The Root Cause

    He started what ultimately became the largest pet-care company in California and while growing that business, Michael learned a lot about trends in the pet world. The most alarming trend was the continual increase in the need for at-home insulin shots due to the increasing rate of overweight and diabetic pets. As a former biomedical engineer, Michael was determined to find the root cause and he quickly learned it was something in the food supply that was causing the pandemic.

    The Diagnosis

    What's in the Food?

    He discovered that most pet food recipes were about as nutritionally beneficial as fast food is for humans; made with empty calories that came from filler ingredients. In fact, Michael found that most major pet food brands contain more than 40% carb fillers and use high levels of plant-based proteins instead of real meat protein. Recipes that are low in animal proteins and high in carbs can pose grave health issues for our carnivorous companions. This leads to fatigue, immunodeficiency and obesity-related diabetes.

    The Solve

    Creating a Solution

    Concerned with what he was feeding Max, Michael knew there had to be a better option for his buddy and for all pets. So, he met with esteemed animal nutritionists, veterinarians, and food formulators. Together, they began working on a truly different pet food and agreed they had something special. Michael and Max packed their bags and moved to Austin, Texas, to start Nulo. Michael made it his mission to create recipes that could live up to his standard of quality for Max and vowed to never take any shortcuts with his product.

    Nutrition & Love

    What Animals Need

    Nulo’s recipes are exactly what animals need. They’re high in animal-based protein, low in carbs and use low-glycemic ingredients to promote healthy body conditions and stable energy. Nulo also adds a patented probiotic to aid with digestion that survives the cooking process, shelf life and is viable in your pet’s digestive tract. All of the ingredients are carefully selected with intention and purpose. They are functional, delicious and nutritious. The standard has been, and always will be, if Michael wouldn’t feed it to Max, Nulo won’t sell it.

    This is Nulo Now

    Our Formula

    Nulo now has dozens of recipes, all made to nourish the healthiest and happiest pets around. We bring out the best in them, and they bring out the best in us.

    High Animal-Based Protein

    Up to 90% of protein from animal sources

    Lower in Carbs

    Low carbohydrate and low glycemic ingredients.

    Patented GanedenBC30® probiotic

    Promotes healthy digestion and immune health.