(PRESS RELEASE) AUSTIN, TX — Nulo announces new Silky Mousse wet single-serve pouch meals for kittens, helping retailers capitalize on cat category expansion during the most significant early life-stage period for trial and brand adoption. Aligned with Nulo’s high protein, low carb dietary philosophy, the Silky Mousse line features a novel texture building process that substitutes protein-forward egg ingredients instead of the segment standard potato, tapioca or grain-based recipes typically employed to achieve the mousse-like texture cats prefer. Nulo’s formulation also builds in higher moisture content, an important dietary benefit for young felines.
“This is an important expansion to our cat food assortment,” said Eric Emmenegger, head of Retail and Product Marketing at Nulo, “We’re investing here to help Neighborhood Pet retailers take advantage of the expanding cat food segment. It’s a growth opportunity.” According to Euromonitor and other industry sources, 49 million US households own a cat, up 3.9% since 2022, while the pace of dog household growth has tapered off at 1.6% over the same period. The report forecasts cat food business growth at 5.1% for 2025 over dog food clocking in at 3.9%.
The APPA reports that 2 and 3+ cat households are increasing which delivers more bowls per home and with it, higher consumption velocity. With that in mind, Nulo is bringing retailers the Silky Mousse kitten optimized recipes in Variety Packs that not only offer a range of tastes cats crave but also provide pet parents with a convenient path to learn their kitten’s flavor preferences. The Variety Packs feature three proteins in 1.75-ounce pouch servings appropriate for kitten meals. “The smaller pack sizes also permit a lower price point, enhancing affordability and accelerating early trial conversion,” Emmenegger reported.
Cats are obligate carnivores and are constantly converting protein into glucose for energy. They have distinct nutritional requirements including continuous amino acid utilization to meet the energy demands of their larger brain. Nulo has formulated Silky Mousse for higher protein bioavailability by using animal-protein-dense ingredients and minimal processing. This approach is aligned with Nulo’s high-meat, low-carb nutrition philosophy. Emmenegger said cats can be finicky and so the new silkier wet meals line in a Variety Pack format will offer pet parents options for a dietary rotation meal experience.
In addition to this Silky Mousse Kitten assortment, Nulo is introducing variety packs of its popular lines Pate with Shreds for Kittens and Gently-Cooked Meals for cats of all life stages.
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.
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