Nulo dog food is a grain-free and ancient grain premium kibble brand founded in 2009 in Austin, Texas. It offers dry, wet, freeze-dried raw, and limited ingredient recipes for dogs of all breeds, sizes, and life stages, with 80-85% protein from animal sources.
Nulo’s FreeStyle and MedalSeries lines average 3595-3652 kcal/kg, contain BC30 probiotics, and exclude corn, wheat, soy, artificial additives, and egg or chicken proteins in select allergen-friendly formulas. Owner reviews report improved coat quality, better digestion, and high acceptance from picky eaters.
This review covers Nulo’s ingredients, nutrient profile, product lines, safety record, and whether it delivers on its high-protein, low-carb promise.
What Is Nulo Dog Food?
Nulo dog food is a premium pet food brand built around high animal-source protein, low glycemic carbohydrates, and functional ingredients including BC30 probiotics, Omega-3, and Omega-6 fatty acids. It targets dog owners who want grain-free or ancient grain options without synthetic fillers or allergen-triggering ingredients.
The brand was founded in 2009 by Michael Landa and Brett Montana in Austin, Texas. In 2021, private equity firm Apex Partners LLP acquired the existing investors. Nulo employs two full-time animal nutritionists on staff — a commitment the company cites as evidence it prioritizes nutrition science over marketing.
Nulo’s product portfolio spans four main lines: FreeStyle (grain-free), MedalSeries (high-protein dry and wet), Frontrunner (ancient grains), and Freestyle Limited+ (single-protein limited ingredient). All formulas meet AAFCO nutritional guidelines by formulation and finished-product analysis.
Who Makes Nulo Dog Food?
Nulo produces its dog food at manufacturing facilities in Kansas, Nebraska, and South Dakota, using a network of domestic and international manufacturing partners for its various product lines. The brand does not operate its own manufacturing kitchens — third-party facilities produce the recipes under Nulo’s formulation oversight.
That distinction matters. Unlike Champion Petfoods (which owns its own DogStar and Edmonton kitchens), Nulo’s quality control depends on third-party manufacturing standards. The company states its two full-time animal nutritionists oversee food safety and formula integrity across all facilities.
What Product Lines Does Nulo Offer?
Nulo offers four primary dry dog food lines covering grain-free, ancient grain, limited ingredient, and high-protein wet food options, giving owners flexibility across dietary preferences and sensitivities.
Nulo Product Lines:
- FreeStyle — grain-free, 85% animal-source protein, low-carb dry and wet food
- MedalSeries — high-protein kibble and wet food with BC30 probiotics, available at Petco and PetSmart
- Frontrunner — ancient grain recipes (oats, barley, spelt, millet, quinoa) for owners avoiding grain-free
- FreeStyle Limited+ — single-protein limited ingredient recipes for dogs with food sensitivities
- Culinary Harvest — oven-baked small breed formula with bone broth finish
What Ingredients Are in Nulo Dog Food?
Nulo FreeStyle Salmon formula leads with deboned salmon as the first ingredient, with 85% of total protein sourced from animal ingredients and no corn, wheat, soy, white potatoes, tapioca, or artificial additives.
The Frontrunner Ancient Grains line uses deboned beef, chicken meal, oats, barley, brown rice, turkey meal, and deboned lamb in its beef recipe. Grain inclusions are low-glycemic options — oats, barley, spelt, millet — rather than rice or corn. The brand deliberately excludes high-glycemic grains that spike blood sugar.
Nulo FreeStyle intentionally excludes egg and chicken proteins in select formulas — common allergens for dogs with food sensitivities. The MedalSeries Chicken and Peas recipe is widely available at Petco and PetSmart and uses chicken as the primary protein with peas as the carbohydrate source.
Key Ingredient Standards Across Nulo Lines:
- Deboned named meats as the first ingredient (salmon, turkey, beef, lamb, chicken)
- No corn, wheat, soy, white potatoes, tapioca, or artificial colors/flavors
- BC30 probiotic (Bacillus coagulans) for digestive support in most formulas
- Omega-3 and Omega-6 from fish and flaxseed for skin and coat
- Functional botanicals — dried chicory root, dried blueberries, dried apples
Are Nulo’s Protein Sources High Quality?
Nulo’s protein sources are primarily named animal proteins — deboned salmon, turkey, beef, lamb, and chicken — with the brand stating that 80-85% of protein in its recipes comes directly from animal sources, not plant-based protein concentrates.
Here’s the thing: Nulo is careful to note that fresh meat listed first on a label loses significant weight during cooking. To compensate, Nulo uses dehydrated meat meals as secondary ingredients to maintain genuine meat content in the finished product. The MedalSeries Chicken and Peas delivers 431 kcal/cup with a 3652 kcal/kg caloric density.
Does Nulo Contain Artificial Additives?
Nulo excludes artificial colors, flavors, and additives across all product lines, using natural preservation methods and functional whole food ingredients instead. The brand’s formulas do not include synthetic flavor enhancers or dyes.
What Nulo does add intentionally: BC30 probiotic (Bacillus coagulans), a heat-stable probiotic that survives the kibble manufacturing process and supports digestive health in the bowl. This is a genuine functional addition, not a marketing claim — BC30 is a clinically studied strain with documented gut health benefits in dogs.
Does Nulo Dog Food Actually Work?
Nulo dog food delivers consistent owner-reported improvements in coat quality, digestive health, and energy levels, with Amazon reviewers specifically citing better stool quality, shinier coats, and high palatability even among picky eaters.
In fact, one of the most common themes in Nulo reviews is acceptance by picky dogs. Multiple Amazon reviewers describe dogs that refused other premium brands eating Nulo without hesitation. That outcome often correlates with palatability-enhancing protein density and the absence of allergen-triggering grains.
One owner noted her 8-year-old French Bulldog mix showed significant improvement in digestion and coat on Nulo after struggling with other brands. Another reviewer called it ‘super worth it for healthy dogs’ after switching to the salmon formula. The pattern of results is consistent across the FreeStyle and MedalSeries lines.
What Do the Nutrient Levels in Nulo Look Like?
Nulo FreeStyle Salmon delivers 3595 kcal/kg (424 kcal/cup), with a low-carb, high-protein, low-glycemic profile designed to minimize blood sugar spikes and support sustained energy from protein and fat metabolism.
The MedalSeries Chicken and Peas delivers 3652 kcal/kg (431 kcal/cup). Both formulas prioritize animal-source protein as the primary caloric driver. Nulo’s nutritional philosophy explicitly targets ‘dry solid meat protein content among the highest in the pet industry.’
Nulo Caloric Density by Line:
| Formula | kcal/kg | kcal/cup |
|---|---|---|
| FreeStyle Salmon (grain-free) | 3,595 | 424 |
| MedalSeries Chicken & Peas | 3,652 | 431 |
| FreeStyle Puppy Turkey, Salmon & Trout | ~3,600 | ~425 |
Does Nulo Support Coat Health and Digestion?
Nulo formulas include Omega-3 and Omega-6 fatty acids from fish oil and ground flaxseed to support skin barrier health and coat gloss, alongside BC30 probiotics for documented gut microbiome support. Both additions are functional — not cosmetic label claims.
The BC30 probiotic (Bacillus coagulans) is heat-stable, meaning it survives the high-temperature kibble manufacturing process and reaches the dog’s gut active. Most probiotic strains do not survive kibble production. This is why Nulo’s digestive claims have a credible functional basis that most kibble brands cannot match.
What Do Nulo Dog Food Reviews Say?
Nulo dog food reviews are largely positive across Amazon, Petco, and independent pet food review sites, with owners frequently citing improved coat quality, better digestion, and high palatability as the top outcomes. The brand scores moderately on Dogs Naturally (6.6-6.7 for canned lines) due to ingredient concerns in its wet food formulas.
The split between positive dry food reviews and more cautious wet food assessments reflects the difference in formula quality across Nulo’s lines. The FreeStyle and MedalSeries dry kibbles receive stronger marks than the canned Freestyle and Medal Series wet foods, which use guar gum and agar-agar as thickeners — ingredients that concern some reviewers.
What Are the Positive Experiences with Nulo?
Amazon reviewers consistently highlight Nulo’s palatability as exceptional, with ‘great food for a picky eater’ being one of the top-rated review titles on the salmon FreeStyle formula. Coat shine and energy improvement are the next most frequently cited outcomes.
Owners who switched to Nulo after other premium brands failed report noticeably better results. One owner described becoming ‘recent Nulo converts and couldn’t be happier’ after switching their dog from a competitor. The FreeStyle salmon formula’s exclusion of egg and chicken proteins makes it a strong option for dogs with common protein sensitivities.
Pros:
- 85% animal-source protein in FreeStyle and MedalSeries dry formulas
- BC30 heat-stable probiotic for genuine digestive support
- No corn, wheat, soy, white potatoes, tapioca, or artificial additives
- Egg-free and chicken-free options for allergen-sensitive dogs
- High palatability — strong acceptance by picky eaters
- AAFCO-compliant for all life stages
What Are the Common Complaints About Nulo?
The most consistent complaint about Nulo’s wet food lines involves the use of guar gum and agar-agar as thickening agents, which contributed to ‘moderate risk’ ratings (6.6-6.7) from Dogs Naturally for the canned Freestyle and Medal Series recipes.
A secondary concern is that Nulo uses third-party manufacturers rather than proprietary kitchens. Unlike Champion Petfoods or Merrick, which control their own facilities, Nulo’s quality control depends on contractor standards. The company employs in-house nutritionists to oversee formulation, but does not operate its own kitchens.
Some owners report a strong fish smell from the salmon-based FreeStyle formula — a noted Amazon review describes ‘strong fish smell’ as the primary drawback. This is likely the result of high fish content rather than a quality issue, but it matters for owners sensitive to pet food odors in the home.
Cons:
- Wet food lines rated ‘moderate risk’ by Dogs Naturally (6.6-6.7 score)
- Third-party manufacturing — no proprietary kitchens
- Grain-free formulas contain peas and legumes (FDA DCM investigation ongoing)
- Strong fish smell reported in salmon-based formulas
Does Nulo Have Any Dog Food Recalls?
Nulo dog food has not been subject to any official FDA-mandated recalls. The brand’s regulatory history is clean with no contamination, mislabeling, or nutritional deficiency withdrawals on record.
Given that Nulo uses third-party manufacturers rather than proprietary kitchens, owners are right to monitor the brand’s ongoing safety record. No incidents have been reported as of the current review date, and AAFCO compliance is verified by finished-product analysis — not formulation alone.
Is Nulo Dog Food Safe?
Nulo dog food is considered safe for the vast majority of dogs, with AAFCO compliance for all life stages, no recall history, and two full-time animal nutritionists overseeing formula safety and ingredient integrity.
The grain-free FreeStyle line contains peas and legumes, placing it within the scope of the FDA’s ongoing DCM investigation. No causal link has been confirmed. For breeds predisposed to dilated cardiomyopathy, the Frontrunner Ancient Grains line offers a lower-risk alternative with oats, barley, and spelt as the carbohydrate base.
How Much Does Nulo Dog Food Cost?
Nulo dog food sits in the mid-to-upper premium tier, priced above standard supermarket brands but generally below super-premium options like Orijen. The MedalSeries line’s availability at Petco and PetSmart keeps it accessible without requiring specialty pet store or online-only purchasing.
Nulo FreeStyle and MedalSeries dry formulas range from approximately $13 to $67 depending on bag size and recipe. Autoship and subscription discounts are available through the brand’s website and retail partners. The FreeStyle Limited+ single-protein line runs slightly higher at $28-$90 per bag.
Is Nulo Dog Food Worth the Price?
Nulo delivers 80-85% animal-source protein, BC30 probiotic support, and AAFCO compliance at a price point more accessible than Orijen or Acana, making it one of the stronger value propositions in the high-protein kibble category.
For owners who want the functional benefit of a probiotic-fortified, high-meat kibble without the super-premium price, Nulo hits a genuine sweet spot. The dry kibble lines — particularly FreeStyle and MedalSeries — deliver strong performance at a cost that doesn’t require budgeting for a single brand.
Where Can You Buy Nulo Dog Food?
Nulo MedalSeries is available at Petco and PetSmart nationally, while FreeStyle and Frontrunner lines are stocked at independent pet specialty retailers and online through the Nulo website and major pet retail platforms.
The brand’s website (nulo.com) includes a store locator and a product filter by life stage, specialty, and dietary preference. Our coaches at Eat Proteins recommend using the filter to cross-reference your dog’s protein tolerance and life stage before purchasing — especially for the Limited+ single-protein line.
Where to Buy Nulo:
- Petco and PetSmart (MedalSeries line)
- Independent pet specialty retailers (FreeStyle and Frontrunner)
- Official Nulo website (nulo.com) with subscription savings
- Major online pet retail platforms
Should You Try Nulo? What Eat Proteins Recommends?
Here’s the honest take: Nulo is one of the best mid-premium kibbles for owners who want high animal-source protein, probiotic support, and allergen-friendly options without paying super-premium prices. Our team at Eat Proteins rates Nulo’s dry kibble lines — FreeStyle and MedalSeries — as strong performers for most adult dogs and puppies.
It suits picky eaters, dogs with food sensitivities to egg and chicken, active adults needing high-protein fuel, and owners who want BC30 probiotic support built into the formula. The Frontrunner Ancient Grains line is the safer pick for breeds with cardiac risk factors. Avoid the wet food lines if you want the strongest nutrient quality scores.
Start with the FreeStyle Salmon if your dog has protein sensitivities. Start with MedalSeries Chicken and Peas if you want the most widely available, budget-balanced option. Transition over 7-10 days and monitor digestion — the BC30 probiotic makes the adjustment smoother than most kibble switches. Your dog will tell you within two weeks whether Nulo is the right fit.