(PRESS RELEASE) AUSTIN, TX — Nulo’s Cold Pressed ultra-premium category innovation represents a leap forward in pet food nutritional integrity while also bringing consumers and retailers a choice that fills a price gap between conventional premium kibble and freeze-dried raw products.
Packaged Facts and other pet industry research observers confirm premiumization continues to fuel pet food category expansion. Consumers relentlessly show a willingness to prioritize pet food quality and spend over other pocketbook priorities. However, the value proposition per feeding still weighs heavily in consumer decisions on the path to purchase.
Nulo Cold Pressed – the ‘perfect solution’
Cold Pressed remarkable innovation of rapidly chilling raw food ingredients to 30-degrees then compressing to form a nutrient dense nugget, creates a high meat inclusion food that eliminates less bioavailable starch binders in favor of more beneficial ingredients including apple and pumpkin. A patient cooking process at 140 degrees for nearly 8 hours — similar to how smokehouses cook proteins low and slow – retains the nutritional integrity of real food ingredients in a shelf stable form.
“It’s comparable to a raw freeze-dried product in nutritional value, but at a favorable premium price point that will make it an attractive option at shelf,” said Dr. Greg Aldrich. “Our Cold Pressed line creates a new standard of dietary performance that will meet and exceed consumer expectations for quality nutrition delivery they want for their beloved furry family members,” he said. Aldrich called it a ‘perfect solution’ of distinctive nutrient advantage that also answers a feeding cost gap below freeze-dried options on price per serving.
Nulo new category story offers retailers a place to go in retail marketing
In an otherwise cluttered retail environment where claims and benefits in legacy product segmentation tends to run together Cold Pressed offers, “a unique new product category with an authentic, genuine value proposition retailers can leverage,” said Michael Landa,
Nulo founder and CEO. “History has shown repeatedly that new category innovations like grain free products and limited ingredient diets, fuel incremental business growth. Cold Pressed represents another differentiated alternative in meeting the health and wellness goals pet parents hold dearly,” he said.
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Nulo’s Cold pressed line is available in four protein varieties for dogs including beef, salmon, chicken and turkey. The high meat inclusion formula features 85% of animal ingredients by weight and over 95% of that protein is from animal sources. In keeping with Nulo’s high sourcing standards, the line is made with fresh meat only, no rendered meat meals or chicken fat.
“Nulo has secured an unprecedented team of highly respected Olympic, medal-winning athletes to support our brand outreach, including the legendary Simone Biles, “ Landa said. “These remarkable people push the limits of human athletic performance and know the importance of high-quality nutrition required to fuel their competitive endeavors. Their extraordinary dietary standards have inspired our new and unique Cold Pressed line, now a part of Nulo’s minimally-processed foods portfolio.”
Retailers should know the Nulo Cold Pressed line has shipped, and products are available now for ordering and delivery. You can see the line at SuperZoo, booth #4439.
About Nulo
Nulo is on a mission to fuel the inner athlete in every pet. With a wide range of ultra-premium food formats available in more than 6,500 pet specialty retailers nationwide, Nulo ensures pets enjoy the best in digestive and immune health, skin and coat care, mobility, and weight management. Recognized as one of Forbes Magazine’s “Most Innovative Brands at Retail,” Nulo’s offerings are rich in animal-based proteins and low in carbs, crafted to keep pets thriving alongside their human companions. Founded in 2009 and headquartered in Austin, TX, Nulo continues to inspire pet parents and athletes alike. For more information, visit www.nulo.com.
