The company said its arrival in the UK marks an important “milestone.”
Nulo, which is known for its high-protein, low-carbohydrate recipes enriched with functional ingredients such as probiotics and omega-3 fatty acids, aims to capture a share of the UK’s fast-growing premium pet food segment.
According to UK Pet Food, the trade association for pet food manufacturers, in 2024, an estimated 17.2 million households (60%) owned one of the UK’s 36 million pets. There are approximately 13.5 million dogs as pets in the UK, with 36% of households owning a dog, while there are approximately 12.5 million pet cats in the UK, with 29% of all households having a cat.
Research from James Wellbeloved found that 79% of pet owners take as much care over what they serve their four-legged friends as they do with their own meals.
This is the latest pet food launch to tap into the increasing trend of the humanisation of pet food.
Nulo is founded on the belief that the same principles of great nutrition and performance that drive human excellence also fuel pets’ vitality and wellness.
The business says it has partnered with British manufacturers to produce its freeze-dried SKUs and ingredients locally, ensuring “freshness, quality, and sustainability”.
The brand’s portfolio spans baked kibble, kibble combined with freeze-dried pieces, wet foods, and broths, catering to pets of all ages, sizes, and lifestyles.
Michael Landa, founder and CEO of Nulo, said: “The UK is home to some of the most dedicated and discerning pet owners in the world, and we know they’re increasingly seeking healthier, more natural and premium nutrition for their dogs and cats. We believe Nulo’s high-quality recipes will resonate strongly with British pet parents who want the very best for their companions.”
The range is available now both online at Pets at Home and in its stores nationwide.
