August 15, 2024 – Performance pet nutrition company Nulo, has announced the introduction of new pet jerky treats and dental chews, designed to renew momentum in the pet treats category by answering the surge in pet parent demand for functional benefits. The comprehensive new line includes eight very treat options for dogs and cats, and three new sustainably sourced Yak chews prepared to enhance dental health.
“Every consumer is not a wellness consumer,” said Heather Mendoza, Director of Research & Development at Nulo. “Nielsen IQ reports that consumer interest in functional foods offering wellness benefits is rapidly accelerating, and that international label reading in search of these benefits is on the upswing. Nulo wants to help retailers answer that need for pets.” Nielsen states that 75 percent of consumers are willing to pay more for functional health benefits and added protein.
To meet pet parent priorities for improved pet wellbeing, the jerky treats for dogs are formulated separately for skin & coat, heart health, mobility, gut health and puppy health benefits. For cats, there are three jerky treats for skin & coat, heart health and kitten health. All of the products are minimally processed using 80 percent premium meats blended with other healthy ingredients such as dried honey, coconut and fish oils and the sought-after BC30 probiotic. The jerky treat line is cold-formed and oven baked at low temperatures to maintain nutritional integrity. All of the dog and cat jerky products are soft and easy to chew, break and serve.
Dental chews for dogs, the largest segment of the pet treat business in dollar sales and volume, are made with a custom blend of Yak and cow’s milk. They are all-natural, rich in protein, calcium and essential fatty acids.
Currently total US sales of dog treats has plateaued at $2.23 billion, and cat treats clock in at $242 million on a 5.6 percent increase in year-on-year dollar volume. Because dog pet treat sales are showing some softness, Nulo believes their line offering functional benefits will deliver added excitement to the category by capitalising on the consumers’ priority for health and wellness solutions.
“Nielsen data forecasts the overall value of the human health and wellness product marketplace will grow to $400 billion by 2030. We want to capture the translation of that interest in the pet treat business,” said Michael Landa, Founder and CEO of Nulo. “To authentically deliver on that goal we’re using only science-backed ingredients that augment pet wellness at all life stages.”
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