Nulo cold-pressed pet food fills price gap

Nulo introduced its Cold Pressed ultra-premium pet food as a new option that aims to enhance nutritional standards while providing consumers and retailers with a choice that bridges the price difference between standard premium kibble and freeze-dried raw products.

The company noted that research from Packaged Facts and other pet industry sources indicates the trend toward premiumization continues to drive growth in the pet food sector. Consumers are increasingly prioritizing pet food quality, often placing it above other spending categories, though the cost per feeding remains a key factor in purchasing decisions.    

The Cold Pressed line involves rapidly chilling raw food ingredients to 30 degrees then compressing to form a nutrient dense nugget, which 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.

'Unique product category'

Nulo founder and CEO Michael Landa said the Cold Pressed line offers, “a unique new product category with an authentic, genuine value proposition retailers can leverage."

“History has shown repeatedly that new category innovations like grain free products and limited ingredient diets, fuel incremental business growth," said Landa. "Cold Pressed represents another differentiated alternative in meeting the health and wellness goals pet parents hold dearly."

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.”

Adapted from a press release.