Max and MichaelMax and Michael

Our StoryNutrition meets love in every bite.

When it comes to nutrition and love, we’re all about giving our pets the very best. It’s part of our name (NU + LO) — and the reason we were founded over a decade ago.

It all started with Max.

A Labrador who loved hiking, a solid game of fetch and spending time with his best friend, Nulo founder Michael Landa.

Michael and Max together
Michael and Max together
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As a former athlete, Michael is always up for a challenge.

When he couldn’t find the right dog sitter for Max, Michael left his corporate job and decided to start his own pet care business. In the process, he discovered an alarming trend: an increase in overweight pets and in the administration of at-home insulin shots for diabetic cats and dogs. So he investigated further. What he learned...

A spread of healthy raw ingredients
A spread of healthy raw ingredients
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Pet foods were filled with empty calories.

Empty calories that came from filler ingredients like carbohydrates. In fact, Michael found that most major brands contained more than 40% carb fillers and that, in food designed for carnivores, meat protein was often “supported” by high levels of plant-based proteins. That wouldn’t do for Max — or any other pet for that matter.

A healthy and hungry dog and cat, surrounded by bags of pet food
A healthy and hungry dog and cat, surrounded by bags of pet food
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So Michael founded Nulo.

With the help of leading animal nutritionists, veterinarians and food formulators, he created recipes made with great sources of animal-based proteins that were lower in carbs and that used low-glycemic ingredients to promote healthy body condition and stable energy. All thoughtfully sourced and approved by Nulo’s chief tasting officer, Max.

Michael and Max smile for the camera
Michael and Max smile for the camera
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Today, Nulo’s going strong in Austin, Texas.

We’ve expanded our line to include dozens of recipes, continuing to challenge ourselves — and our tribe of pet parents — to nourish the healthiest and happiest pets around. After all, they’re why we do what we do: we bring out the best in them, and they bring out the best in us. We think Max and all Nulo pets would agree.

A few words from Michael (and Max)

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Raising our bowls to raising the bar

From our careful selection of ingredients — like protein-rich turkey, lamb, salmon and duck — to our grain-free, low-glycemic carb sources like lentils, chickpeas and sweet potatoes, we approach pet food the way we approach everything: no shortcuts allowed.

View our recipes
dog and cat running together
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High in animal-based protein

Builds muscleSupports immune healthImproves taste (so we’ve observed)
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Low on carbs & glycemic ingredients

Fosters healthy weightHelps stabilize energy
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Patented GanedenBC30 Probiotic

Supports healthy digestionPromotes immune health

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