Nulo Answers Customization Trend with True Boost Freeze-Dried Nutrition Portfolio

Nulo has introduced True Boost, a new freeze-dried product portfolio designed to help pet parents easily match nutrition-dense food solutions to unique pet needs at every meal. The novel nutritional system is built around three distinct solutions — protein-packed Meatball Mixers, nutrient-rich Whole Prey Mixers, and targeted Functional Mixers.

“True Boost will permit pet parents to easily enhance what they are feeding with exceptional protein forward nutrition that answers every dog’s unique dietary need,” said Heather Mendoza, Ph.D., Vice President of Product Development at Nulo. “Starting with real meat, organs, and scientifically formulated ingredients, True Boost is gently freeze-dried to help preserve nutrition, flavor, and the integrity and purity of the original food ingredients.”

The True Boost portfolio includes three purpose-driven product platforms: Meatball Mixers, protein-rich boosters made with real animal ingredients to add nutrition and flavor to each feeding occasion; Whole Prey Mixers, nutrient-rich boosters made with whole prey ingredients inspired by the ancestral diets pets thrive on; and Functional Mixers, targeted functional wellness recipes formulated to help support Skin & Coat, Hip & Joint, and Gut Health.

Eric Emmenegger, Nulo’s head of Retail and Product Marketing, reported today’s pet parents are looking for more than just a topper, they want simple ways to personalize nutrition around their dog’s evolving needs.

“With True Boost, we’re giving them three intentional ways to enhance every meal, whether that means adding more protein, delivering whole prey nutrition, or supporting specific wellness goals. Our intention is that every bowl can serve a dietary purpose,” he said.

True Boost sits at the intersection of two powerful consumer trends: premium freeze-dried nutrition and increasing demand for meal customization. Pet parents are seeking simple ways to add protein variety, whole-prey nutrition, and targeted wellness benefits to everyday feeding routines. True Boost meets those needs through versatile mixers and toppers that can be served directly from the bag or added to meals.

The True Boost name reflects the platform’s guiding principles: Raw, clean, and pure ingredients with targeted benefits designed to meet pets’ individual needs.

Freeze-dried pet food has moved beyond a niche raw-feeding format into a sustained premium growth segment. According to Nielsen IQ, the freeze-dried dog food toppers and mixers business is up 129% over a five-year period starting in 2018. The same report revealed in 2024 freeze dried sales advanced 9.9% in dollar sales and 18.6% in units, a substantial gain over conventional kibble product performance. NIQ data states the category is worth $322 million in the specialty retail channel.

“Retailers can have confidence in True Boost because it gives shoppers a clear, intuitive way to shop the freeze-dried set by purpose,” Emmenegger said. “The platform connects real ingredients, differentiated product forms, and targeted benefits in a way that supports both trade-up and everyday meal enhancement.”