Who Owns Nulo? A Deep Dive into the Pet Food Brand’s Corporate Ownership

In the rapidly growing world of premium pet nutrition, few brands have sparked as much interest as Nulo, known for its high-protein, grain-free, and health-focused dog and cat food. As pet parents become increasingly aware of what goes into their pets’ bowls, brands like Nulo stand out not only for their ingredient quality but also for their transparency and innovation. But behind every successful pet food brand lies a parent company—often a larger corporation with broader strategic goals. So, who owns Nulo? This article answers that question in detail, tracing the history of the brand, examining its acquisition, and exploring how ownership has influenced Nulo’s product development and market positioning.

The Nulo Brand: A Commitment to Pet Wellness

Before delving into corporate ownership, it’s essential to understand what makes Nulo unique in the crowded pet care marketplace.

Founded in 2009, Nulo (short for “Nutrition & Logic”) was created by entrepreneurs who were both pet lovers and nutrition experts. Their mission was clear: to provide pets with food that supports long-term health through scientifically backed nutrition. The brand emphasizes high meat content, limited ingredients, and the inclusion of probiotics and amino acids to support digestive and immune health.

Nulo gained rapid popularity among pet owners looking for clean-label, grain-free foods with minimal fillers, artificial preservatives, or by-products. Their product lines include dry kibble, wet food, toppers, and treats, with formulations that cater to different life stages, breed sizes, and specific dietary needs.

This focus on premium nutrition attracted not just consumers, but also the attention of major players in the pet food industry.

The Acquisition: Mars Petcare’s Strategic Move

The answer to “What company owns Nulo?” is Mars Petcare. In 2021, Mars Inc.—one of the largest and most influential companies in the global food and pet care sectors—officially acquired Nulo.

This acquisition was part of Mars Petcare’s broader strategy to expand its portfolio of premium and specialized pet food brands, capitalizing on the rising demand for holistic, high-quality pet nutrition.

About Mars Petcare

Mars Petcare is a division of Mars, Incorporated, a family-owned multinational corporation founded in 1911. Headquartered in McLean, Virginia, Mars operates in six primary segments: confectionery, petcare, food, drinks, health, and Wrigley (gum and mints). The petcare segment, however, has grown significantly in recent decades and now represents a cornerstone of the company’s future growth plans.

Mars Petcare is not just a seller of pet food; it’s a comprehensive pet health and wellness ecosystem. It includes:

• Pet food brands
• Veterinary services
• Pet diagnostic tools
• Science-based nutrition research centers

The company owns over 50 pet care brands worldwide, with household names such as Royal Canin, Pedigree, Whiskas, Sheba, Iams, Eukanuba, Greenies, and Blue Pearl Veterinary Partners.

Why Mars Acquired Nulo

Mars’s acquisition of Nulo wasn’t just a financial move—it was a strategic alignment with the evolving pet food industry. The reasons for the purchase can be broken down into several key factors:

1. Shift Toward Premiumization in Pet Food

The pet food market has experienced a tectonic shift over the past decade. As more pet owners treat their animals as family members, consumer preference has swung toward products that resemble human-grade foods—high in protein, transparent in sourcing, and free of artificial additives. This movement is often referred to as the “premiumization” of pet food.

Nulo perfectly fits into this trend. The brand’s high meat content, use of superfoods like chia and flaxseed, and emphasis on animal-based proteins align with Mars’s goal to strengthen its foothold in the premium segment.

2. Competitive Landscape and Market Share

The pet food industry is highly competitive, with major players like Nestlé Purina, J.M. Smucker, and General Mills (manufacturer of Blue Buffalo) vying for dominance. To remain competitive, Mars needed to diversify its offerings beyond its legacy mass-market brands like Pedigree.

By acquiring Nulo, Mars brought a smaller, agile, innovative brand under its umbrella—gaining access to a loyal customer base that values natural ingredients and functional nutrition. This acquisition allowed Mars to compete more effectively against premium and boutique brands like Ollie, Freshpet, and The Honest Kitchen.

3. Support for Innovation and Growth

One of the advantages of being acquired by a corporate giant like Mars is access to resources. Through Mars, Nulo can now leverage:

• Advanced research and development capabilities (e.g., pet nutritional studies)
• Global supply chain networks
• Marketing and distribution strength
• Scientific expertise in veterinary nutrition

Mars is heavily invested in science-led pet health solutions. Its collaboration with Royal Canin—a brand renowned for clinical pet diets—demonstrates its commitment to research. With Nulo now part of the portfolio, the brand is likely to benefit from increased investment in product innovation, particularly in areas like gut health, weight management, and allergy support.

Evolution of Nulo Post-Acquisition

Since becoming part of Mars Petcare, Nulo has maintained its brand identity while enhancing operations through economies of scale and corporate support. Here’s how the acquisition has impacted the brand:

Maintained Brand Independence

One of the reassuring aspects for pet owners is that Nulo continues to operate with a high degree of independence. Mars is known for supporting acquired brands’ unique visions and values, allowing them to innovate while benefiting from corporate infrastructure. Nulo’s formulas, mission, and messaging have remained consistent, and the brand still emphasizes transparency in ingredients and sourcing.

Expanded Product Offerings

Under Mars’s ownership, Nulo has expanded its product range. While the core Freestyle line remains the most popular, new innovations such as limited-ingredient diets, specialty wet foods, and senior-focused formulas have been introduced. These developments suggest that Nulo is not only surviving the acquisition but thriving with added strategic direction and investment.

Enhanced Distribution and Retail Presence

Prior to the acquisition, Nulo was primarily sold through independent pet specialty stores and select online retailers. With Mars’s vast distribution network, Nulo has now reached a much broader audience, including national pet store chains and e-commerce platforms like Chewy and Amazon.

This increased visibility has helped boost sales and brand recognition, especially among younger, digitally savvy pet owners who research products online before purchasing.

Improved Sustainability and Ethical Standards

Mars has publicly committed to sustainability, ethical sourcing, and environmental responsibility across all its divisions. As part of this pledge, Nulo has begun aligning its packaging, supply chain, and sourcing practices with Mars’s broader sustainability goals.

For example, efforts are underway to reduce plastic use in packaging, source ingredients from sustainable suppliers, and minimize the environmental footprint of pet food production. These initiatives enhance Nulo’s appeal to eco-conscious consumers.

Understanding Mars’s Petcare Portfolio Strategy

To grasp why Mars chose to acquire Nulo, it helps to examine the company’s broader petcare strategy. Mars doesn’t aim to make every brand compete head-on; instead, it creates a diversified portfolio that serves different consumer needs and market segments.

Here’s how Nulo fits into that larger structure:

Nulo occupies a premium niche focused on functional nutrition and real meat as the first ingredient. Unlike some other Mars brands that target health issues or breed-specific needs (like Royal Canin), Nulo appeals to pet parents seeking general wellness through clean, high-quality formulations.

This strategic positioning allows Mars to cover a wide swath of the market—from everyday pet food to clinical nutrition and from veterinary clinics to pet boutiques.

Nulo’s Product Line and Nutritional Philosophy

Understanding ownership is only half the story. The other half lies in what Nulo continues to deliver—exceptional nutrition for dogs and cats.

Frequent Human-Grade Ingredients

Nulo prides itself on using ingredients that are fit for human consumption. Meats like deboned chicken, turkey, and salmon are sourced without antibiotics or added hormones. Carbohydrate sources such as lentils and chickpeas are chosen for digestibility and low glycemic impact.

Focus on Protein and Amino Acids

One of Nulo’s standout features is its emphasis on animal-based protein. Most of its dog food formulas contain over 30% protein, with chicken being the primary ingredient in many dry foods.

Beyond just quantity, Nulo includes ingredients like L-carnitine and taurine to support muscle development, heart health, and metabolism. For active dogs or those needing weight management, this focus on lean protein is a significant advantage.

Gut Health with Probiotics

Each cup of Nulo dry food contains 80 million probiotic CFUs (Colony Forming Units) from BC30 (Bacillus coagulans), a spore-forming probiotic proven to survive processing and stomach acid to reach the gut alive. This ingredient is known to support digestion, immune function, and nutrient absorption.

Pets with sensitive stomachs or food intolerances often see improvements when switched to Nulo, thanks to this microbiome-supportive approach.

Grain-Free and Limited Ingredient Diets

In response to growing concerns about grain allergies (although largely debunked in recent veterinary studies), Nulo offers grain-free formulas. While not all pets need grain-free food, the brand provides this option for pet parents seeking alternatives.

Additionally, Nulo’s Freestyle Limited Ingredient line helps owners manage food sensitivities with simple formulas—fewer ingredients mean easier identification of dietary triggers.

Consumer Perception and Trust After the Acquisition

One common concern when a boutique brand is acquired by a large corporation is the potential for compromised quality or a shift in brand values. However, in Nulo’s case, consumer perception has largely remained positive.

Preserved Quality and Transparency

Despite being under Mars, Nulo has maintained its transparency about ingredients and manufacturing processes. The company continues to list protein sources prominently on packaging and avoids artificial colors, flavors, and preservatives.

Third-party tests and ingredient analyses by pet food experts have validated that Nulo’s formulas still meet high standards post-acquisition. This continuity helps preserve customer trust.

No Noticeable Cost Inflation

Another point of consumer confidence is pricing. While some acquired brands see price increases due to premium positioning, Nulo’s prices have remained relatively stable. This suggests that Mars is prioritizing market penetration and customer retention over aggressive monetization.

Strong Online and Social Media Presence

Nulo has invested in content marketing, partnering with veterinarians, pet nutritionists, and influencers to educate consumers. Their website features detailed feeding guides, ingredient explanations, and testimonials—all contributing to an informed buyer experience.

Additionally, Nulo’s active social media presence fosters a sense of community, allowing pet owners to share experiences and ask questions directly to the brand.

The Future of Nulo Under Mars Petcare

Looking ahead, the future for Nulo appears promising. With Mars Petcare’s backing, the brand is well-positioned to innovate, scale, and influence trends in premium pet nutrition.

Potential for New Product Development

With access to Mars’s research centers (such as the Waltham Petcare Science Institute in the UK), Nulo may develop new products focused on:

• Joint and mobility support
• Immune-boosting formulations
• Weight management solutions
• Tailored nutrition for aging pets

There’s also potential for new humanized product categories, such as fresh-cooked meals, subscription-based delivery, or freeze-dried raw blends—trends currently gaining traction in the pet sector.

Expansion into International Markets

Currently, Nulo is primarily available in the United States and Canada. However, Mars’s global reach opens the door for international expansion. Markets in Europe, Asia, and Latin America are seeing rapid growth in demand for premium pet foods.

Adapting formulas to meet regional regulations and consumer preferences could be the next phase of Nulo’s growth journey.

Sustainability and Ethical Innovation

Like other Mars brands, Nulo is expected to contribute to the company’s Sustainable in a Generation Plan. This initiative aims to reduce greenhouse gas emissions, improve animal welfare standards, and invest in sustainable ingredient sourcing.

Future innovations could include:

• Plant-based protein blends (for environmentally conscious consumers)
• Recyclable or compostable packaging
• Traceable ingredient supply chains using blockchain technology

Such moves would align Nulo with not only health trends but also environmental responsibility.

Consumer Tips: Is Nulo Still a Good Choice?

For pet owners wondering whether Nulo remains a trustworthy brand after being acquired by Mars, the answer is generally yes. Here’s how to ensure you’re getting the best nutrition for your pet:

Read the Ingredient List Carefully

Always check the first ingredient—Nulo should list a named animal source (like “deboned chicken”) as the primary component. Avoid products with vague terms like “meat meal” or excessive plant-based fillers.

Match the Formula to Your Pet’s Needs

Nulo offers various lines:

• Freestyle High-Meat for active dogs
• Limited Ingredient for sensitive pets
• Senior or Puppy stages for life-specific nutrition

Make sure you’re feeding the right formula for your pet’s age, weight, and health status.

Consult Your Veterinarian

While Nulo is considered a high-quality brand, individual pets may have unique dietary requirements. Always discuss food changes with your vet, especially if your pet has allergies, diabetes, or kidney disease.

Conclusion

So, what company owns Nulo? The answer is Mars Petcare, a global leader in pet nutrition and wellness. While some consumers may initially feel skeptical about a boutique brand joining a corporate giant, the evidence suggests that Nulo has retained its core values and product quality.

With Mars’s resources, Nulo is poised to innovate, scale responsibly, and continue delivering high-protein, probiotic-rich, and grain-free nutrition to pets across North America and potentially worldwide. For conscientious pet owners, choosing Nulo remains a smart decision—rooted in science, transparency, and a shared mission to help pets live longer, healthier lives.

Whether you’re new to Nulo or have been a loyal customer for years, understanding the brand’s ownership story helps clarify its position in the market and reassures you that your pet is getting food backed by both passion and scientific rigor.

Who currently owns Nulo?

Nulo is currently owned by The Kraft Heinz Company, one of the largest food and beverage manufacturers in the world. The acquisition took place in December 2021 when Kraft Heinz purchased Nulo Pet & Feed, Inc., adding the premium pet food brand to its expanding portfolio of pet nutrition products. This move was part of Kraft Heinz’s strategic initiative to diversify beyond traditional human food offerings and enter the fast-growing premium pet food market.

Kraft Heinz made the acquisition through its acquisition vehicle, acquiring Nulo from its previous owners, which included private equity firm TPG Capital and the brand’s founding team. The financial details of the deal were not fully disclosed, but industry analysts estimate the purchase price to be in the hundreds of millions of dollars. Since the acquisition, Nulo has continued to operate with a focus on high-quality ingredients and a science-led approach to pet nutrition, maintaining its brand identity under Kraft Heinz’s ownership.

Why did Kraft Heinz acquire Nulo?

Kraft Heinz acquired Nulo as part of a broader strategy to enter and expand within the premium pet food segment, which has seen strong consumer demand in recent years. The pet food industry, particularly the premium and health-focused categories, offers attractive growth opportunities, driven by pet owners who view their animals as family and are willing to invest in high-quality nutrition. Nulo’s reputation for clean-label, protein-rich formulas aligned well with consumer trends and complemented Kraft Heinz’s goal of portfolio diversification.

The acquisition also allowed Kraft Heinz to leverage Nulo’s established distribution networks, including natural and specialty pet retailers, e-commerce platforms, and veterinary channels. By integrating Nulo into its business, Kraft Heinz gains access to a brand with strong consumer loyalty and innovation in functional nutrition, such as probiotics and added amino acids. The company has indicated plans to invest in product development and marketing to further scale Nulo’s presence in both domestic and international markets.

Was Nulo always owned by a large corporation?

No, Nulo was not always owned by a large corporation. The brand was founded in 2007 by Michael Landa and chef Michael Muscara, both passionate about pet nutrition and inspired by Mediterranean dietary principles. Initially, Nulo operated as an independent, privately held company focused on crafting high-protein, low-carbohydrate pet foods without artificial preservatives or fillers. Its early success stemmed from direct engagement with pet owners and partnerships with veterinarians and pet professionals.

The brand began attracting investment in 2018 when private equity firm TPG Capital took a majority stake in Nulo, marking its first shift toward corporate ownership. TPG’s investment helped accelerate Nulo’s growth through expanded manufacturing capabilities, increased marketing efforts, and broader retail distribution. While this introduced a level of institutional oversight, Nulo still retained a significant degree of operational independence until the full acquisition by Kraft Heinz in 2021.

What role did TPG Capital play in Nulo’s ownership history?

TPG Capital, a global private equity firm, acquired a majority stake in Nulo in 2018 to support its expansion and brand development. During their ownership, TPG provided strategic capital and expertise that enabled Nulo to scale production, enter new markets, and invest in research and innovation. This partnership helped establish Nulo as a leading premium pet food brand, with wider retail availability and enhanced product offerings.

TPG’s involvement also included strengthening Nulo’s leadership team and sharpening its brand positioning in the competitive pet nutrition space. Their investment was instrumental in preparing Nulo for future growth and increasing its valuation. After a few years of significant development under TPG, the brand became an attractive acquisition target, ultimately leading to its purchase by The Kraft Heinz Company in 2021 as part of a larger corporate strategy.

How has Nulo’s ownership change affected its products?

Since the acquisition by Kraft Heinz, Nulo has maintained its commitment to high-quality, science-backed pet food formulas. The core product lines—such as the Freestyle and Senior+ ranges—continue to emphasize high animal protein content, limited ingredients, and functional nutrients like probiotics and omega fatty acids. Kraft Heinz has publicly supported Nulo’s mission to provide better nutrition for pets, preserving the brand’s integrity and formulation standards.

However, under Kraft Heinz’s ownership, there has been increased investment in innovation, quality assurance, and product diversification. Consumers may notice enhancements in packaging, expanded flavor options, and new product developments tailored to specific life stages or dietary needs. While some pet owners initially expressed concern about corporate ownership affecting product quality, Nulo has consistently emphasized transparency and adherence to its original values.

Is Nulo still made in the USA?

Yes, Nulo continues to manufacture its dry food products in the United States, primarily at facilities in Missouri and Kansas that meet rigorous quality and safety standards. The brand has long emphasized its dedication to U.S.-based production and sourcing ingredients from trusted domestic and international suppliers. With Kraft Heinz’s support, Nulo has reinforced its manufacturing protocols, ensuring consistent quality and traceability across all batches.

While most dry kibble is produced in the U.S., some of Nulo’s wet food and treat products may involve international manufacturing partners to meet demand. However, these products still adhere to Nulo’s strict formulation and safety requirements. The company maintains transparency on sourcing and production, allowing pet owners to make informed decisions, and continues to promote its “Made in the USA” branding where applicable.

Does Nulo’s ownership by Kraft Heinz affect its ingredient quality?

Nulo’s ownership by Kraft Heinz has not led to a decline in ingredient quality; in fact, the company has reinforced its premium positioning since the acquisition. Kraft Heinz has committed to preserving Nulo’s core values, including the use of real meat as the primary ingredient, no artificial preservatives, and limited carbohydrate content. The brand continues to work with veterinarians and nutritionists to ensure its recipes meet high nutritional standards.

Moreover, Kraft Heinz’s resources have enabled enhanced quality control processes, expanded testing procedures, and more rigorous supplier vetting. These improvements support Nulo’s existing commitment to transparency and safety. While corporate ownership can raise skepticism among consumers, Nulo has actively communicated its unchanged dedication to premium ingredients and has maintained its appeal among health-conscious pet owners.