Dog Kibble Expansions

Nulo is strategically scaling the e-commerce footprint of its Challenger premium kibble line, reinforcing its position at the intersection of pet nutrition and environmental responsibility. Marketed as a flagship offering for sustainability-minded consumers, Challenger features a high concentration of animal-based proteins—ranging from 83% to 90%—sourced from responsibly raised livestock and sustainably harvested fish.

Protein options include beef, lamb, pork, haddock, salmon, Acadian redfish, duck, turkey, and guinea fowl, catering to the diverse dietary needs of puppies, small breeds, and adult dogs alike. Complementing the protein-rich profiles are organic ancient grains such as oats, barley, and millet. Grown without synthetic pesticides or fertilizers in the U.S. and Canada, these grains are selected for their low environmental footprint.

"Nulo believes we have a responsibility to bring leadership in sustainable practices to the pet industry, and a business imperative to be responsive to consumer concerns about the relationship between pet and human food production and related global warming impacts,” said Eric Emmenegger, head of Retail and Product Marketing for Nulo.

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