Nulo
(https://nulo.com) 📸 Data Snapshot: May 25, 2026
Identity & Authority — The Lens
Inspect the JSON-LD. Is there an Organization or Person schema, and does it carry sameAs links to real external profiles (LinkedIn, socials)? Missing schema or no identity declaration signals an anonymous entity.
Identity & Authority
Expert verifiability & Schema depth.
15
Impact Weight: 15 / 100
100% Reputation
Authority is a primary strength. The site profiles Dr. Greg Aldrich and Dr. Heather Mendoza with detailed academic histories, including specific universities (Kansas State, Illinois) and industry awards (Corbin Companion Animal Biology Award). This is supported by structured data and is significantly more robust than the anonymous team sections found in typical pet food brands.
The marketing tone is aspirational (Journey to Glory), but it is backed by what the site actually proves: a science-first approach to formulation. The only minor disconnect is the lack of specific clinical trial data for the 90% agree statement, but the overall alignment between athlete-partner marketing and PhD-led formulation is tight.
Identity & Authority is read from the structured data first: whether the site declares who it is in machine-readable schema, with verifiable identity links. Below is the schema captured per page, then the external proof links that support (or fail to support) that identity.
🔗 Identity & Technical Layer — schema JSON-LD: identity chains, entity gaps
Homepage schema
[
{
"@context": "https://schema.org/",
"@type": "WebSite",
"name": "Nulo",
"url": "https://nulo.com",
"image": "https://cdn.shopify.com/s/files/1/0084/9664/4192/files/favicon.ico",
"potentialAction": {
"@type": "SearchAction",
"target": "https://nulo.com/search?q={search_term_string}",
"query-input": "required name=search_term_string"
}
},
{
"@context": "https://schema.org",
"@type": "Organization",
"name": "Nulo",
"alternateName": "Nulo Healthier Together™",
"url": "https://nulo.com",
"logo": "https://cdn.shopify.com/s/files/1/0084/9664/4192/files/favicon.ico",
"sameAs": [
"https://twitter.com/nulopetfood",
"https://www.facebook.com/nulopetfood/",
"https://www.instagram.com/nulopetfood/",
"https://www.pinterest.com/nulopetfood/"
],
"aggregateRating": {
"@type": "AggregateRating",
"ratingValue": 5,
"reviewCount": 4
},
"review": [
{
"@type": "Review",
"author": {
"@type": "Person",
"name": "Trista"
},
"reviewRating": {
"@type": "Rating",
"ratingValue": 5
},
"reviewBody": "My two labs gobbled this food up so there’s that. However, I really like that it’s grain free and has omega 3’s for their skin and coat. Even though it’s salmon, it doesn’t have that fishy smell and it’s a nice small kibble. Packaging is great with an easy seal Velcro closure. It’s also high protein which I require to provide my pups the energy they need to hunt. Highly recommend!!"
},
{
"@type": "Review",
"author": {
"@type": "Person",
"name": "Kendra"
},
"reviewRating": {
"@type": "Rating",
"ratingValue": 5
},
"reviewBody": "We transitioned our golden-doode puppy to Nulo Challenger kibble. She absolutely loves it. She is full of energy and loves to play. Her coat is beautiful and soft too. She started as the runt of her family but is now right on track with her brother and bsisters. She regularly takes a two mile walk daily - so I feel that her healthy and nutritious diet due to Nulo has caught her up!"
},
{
"@type": "Review",
"author": {
"@type": "Person",
"name": "Mariella"
},
"reviewRating": {
"@type": "Rating",
"ratingValue": 5
},
"reviewBody": "This little cutie has been trying Prowess All In One and it’s been amazing to see the difference! It’s packed with vitamins, minerals, probiotics, and omegas, everything needed to support healthy skin, a shiny coat, good digestion, and all-day energy. If you’re looking for a simple way to keep your furry friend happy, healthy, and thriving, this one from Nulo is a total yes from us!"
},
{
"@type": "Review",
"author": {
"@type": "Person",
"name": "Jessica"
},
"reviewRating": {
"@type": "Rating",
"ratingValue": 5
},
"reviewBody": "We recently had the opportunity to try Frontrunner high protein kibble for our puppy. It was a very positive experience. She enjoyed the kibble and we felt great about giving her a quality food that contains a balance of protein from animal sources and low-glycemic grains. I recommend this food for anyone with a puppy who is looking for a quality, well-rounded food for their fur baby."
}
]
},
{
"@context": "https://schema.org",
"@type": "WebPage",
"name": "Nulo Premium Pet Food",
"url": "https://nulo.com/",
"image": [
"https://cdn.shopify.com/s/files/1/0084/9664/4192/files/NU_Homepage_Sliders_MAY2026__Desktop_960x660_6bc073d1-4acb-4fdb-9640-d61bccd97ec1.png?v=1776978632",
"https://cdn.shopify.com/s/files/1/0084/9664/4192/files/NU_Homepage_Sliders_MAY2026__Mobile_780x780_6a4355f7-5bce-46dd-b561-1e5a8578b9de.png?v=1776978644",
"https://cdn.shopify.com/s/files/1/0084/9664/4192/files/NU_Homepage_Sliders_MAY2026_2_FDR_Desktop_960x660_1f6db36b-9fef-4605-8ec1-e033d267a1e9.png?v=1776978701",
"https://cdn.shopify.com/s/files/1/0084/9664/4192/files/NU_Homepage_Sliders_MAY2026_2_FDR_Mobile_780x780_6797bb70-6ebf-4f68-8163-8d71e63aaede.png?v=1776978712",
"https://cdn.shopify.com/s/files/1/0084/9664/4192/files/NU_Homepage_Sliders_MAY2026_2_Pate_Desktop_960x600_88435d80-9192-42d3-abc7-073e207f00d4.png?v=1777568874",
"https://cdn.shopify.com/s/files/1/0084/9664/4192/files/NU_Homepage_Sliders_MAY2026_2_Pate_Mobile_780x780_e122e57a-d4a0-4e89-9139-554fa2d91522.png?v=1777568875"
]
},
{
"@context": "https://schema.org",
"@type": "BreadcrumbList",
"itemListElement": [
{
"@type": "ListItem",
"position": 1,
"name": "Home",
"item": "https://nulo.com"
}
]
},
{
"@context": "https://schema.org",
"@type": "VideoObject",
"name": "Journey to glory",
"description": "Nulo Fuels Their Pets, Who Fuel Their People",
"embedUrl": "https://player.vimeo.com/video/1147852775?h=b3c46f4e5c&autoplay=1&muted=1&playsInline=1&autopause=0&loop=1&badge=0&title=1",
"uploadDate": "2026-01-01T08:00:00+08:00",
"thumbnailUrl": "https://player.vimeo.com/video/1147852775?h=b3c46f4e5c&autoplay=1&muted=1&playsInline=1&autopause=0&loop=1&badge=0&title=1",
"author": {
"@type": "Person",
"name": "Nulo Team"
}
}
]
/our-nutrition/
[
{
"@context": "https://schema.org/",
"@type": "WebSite",
"name": "Nulo",
"url": "https://nulo.com",
"image": "https://cdn.shopify.com/s/files/1/0084/9664/4192/files/favicon.ico",
"potentialAction": {
"@type": "SearchAction",
"target": "https://nulo.com/search?q={search_term_string}",
"query-input": "required name=search_term_string"
}
},
{
"@context": "https://schema.org",
"@type": "Organization",
"name": "Nulo",
"alternateName": "Nulo Healthier Together™",
"url": "https://nulo.com",
"logo": "https://cdn.shopify.com/s/files/1/0084/9664/4192/files/favicon.ico",
"sameAs": [
"https://twitter.com/nulopetfood",
"https://www.facebook.com/nulopetfood/",
"https://www.instagram.com/nulopetfood/",
"https://www.pinterest.com/nulopetfood/"
],
"aggregateRating": {
"@type": "AggregateRating",
"ratingValue": 5,
"reviewCount": 4
}
},
{
"@context": "https://schema.org",
"@type": "BreadcrumbList",
"itemListElement": [
{
"@type": "ListItem",
"position": 1,
"name": "Home",
"item": "https://nulo.com"
},
{
"@type": "ListItem",
"position": 2,
"name": "Our Nutrition",
"item": "https://nulo.com/our-nutrition"
}
]
},
{
"@context": "https://schema.org",
"@type": "FAQPage",
"mainEntity": [
{
"@type": "Question",
"name": "What are the main nutritional benefits of feeding Nulo pet food?",
"acceptedAnswer": {
"@type": "Answer",
"text": "Nulo's revolves around crafting recipes that align closely with the dietary needs of dogs and cats, emphasizing high meat and fish protein content while minimizing carbohydrates and incorporating low glycemic ingredients. Plus, we feature a wide assortment of functional ingredients that help to enhance your pet’s overall health and well-being."
}
},
{
"@type": "Question",
"name": "Are Nulo formulas complete and balanced for my pet's nutrition?",
"acceptedAnswer": {
"@type": "Answer",
"text": "Nulo’s diets meet the Association of American Feed Control Officials (AAFCO) nutrient guidelines for healthy dogs and cats, both by formulation and by analysis of the finished product. Our treats and toppers include a statement that they are intended for intermittent or supplemental feeding only."
}
},
{
"@type": "Question",
"name": "Where can I find nutrient information for Nulo diets?",
"acceptedAnswer": {
"@type": "Answer",
"text": "Please contact our team of pet nutrition specialists at customercare@nulo.com for nutritional information about our products if you don’t find what you’re looking for on the product label."
}
},
{
"@type": "Question",
"name": "Does Nulo pet food have artificial colors, flavors, or preservatives?",
"acceptedAnswer": {
"@type": "Answer",
"text": "Nulo strives to provide only the nutrients your pet needs by choosing not to formulate with BHA, BHT, or any other synthetic preservatives, colors, or flavors in any of our products. Instead, we use a synergistic blend of natural mixed tocopherols (Vitamin E), citric acid, and/or rosemary extract to help preserve our dry foods and treats throughout their shelf-life."
}
},
{
"@type": "Question",
"name": "Does Nulo use non-GMO ingredients in their products?",
"acceptedAnswer": {
"@type": "Answer",
"text": "The Non-GMO Project’s High-Risk List includes Alfalfa, Apple, Canola, Corn, Cotton, Eggplant, Papaya, Pineapple, White Potato, Soy, Sugar Beets, Zucchini, and Yellow Summer Squash. are not formulated using these crops, with the exception of apples and canola oil in a small subset of our foods and treats. In these cases, a non-GMO source is required from our suppliers."
}
},
{
"@type": "Question",
"name": "How can pet parents find out more about the ingredients Nulo uses?",
"acceptedAnswer": {
"@type": "Answer",
"text": "Our Pet Nutrition Specialists are available Mon-Fri, 9am-5pm CST at and at 512-476-6856 to help answer any questions."
}
}
]
}
]
/our-standards/
[
{
"@context": "https://schema.org/",
"@type": "WebSite",
"name": "Nulo",
"url": "https://nulo.com",
"image": "https://cdn.shopify.com/s/files/1/0084/9664/4192/files/favicon.ico",
"potentialAction": {
"@type": "SearchAction",
"target": "https://nulo.com/search?q={search_term_string}",
"query-input": "required name=search_term_string"
}
},
{
"@context": "https://schema.org",
"@type": "Organization",
"name": "Nulo",
"alternateName": "Nulo Healthier Together™",
"url": "https://nulo.com",
"logo": "https://cdn.shopify.com/s/files/1/0084/9664/4192/files/favicon.ico",
"sameAs": [
"https://twitter.com/nulopetfood",
"https://www.facebook.com/nulopetfood/",
"https://www.instagram.com/nulopetfood/",
"https://www.pinterest.com/nulopetfood/"
],
"aggregateRating": {
"@type": "AggregateRating",
"ratingValue": 5,
"reviewCount": 4
}
},
{
"@context": "https://schema.org",
"@type": "BreadcrumbList",
"itemListElement": [
{
"@type": "ListItem",
"position": 1,
"name": "Home",
"item": "https://nulo.com"
},
{
"@type": "ListItem",
"position": 2,
"name": "Our Standards",
"item": "https://nulo.com/our-standards"
}
]
}
]
/collections/for-cats/
[
{
"@context": "https://schema.org/",
"@type": "WebSite",
"name": "Nulo",
"url": "https://nulo.com",
"image": "https://cdn.shopify.com/s/files/1/0084/9664/4192/files/favicon.ico",
"potentialAction": {
"@type": "SearchAction",
"target": "https://nulo.com/search?q={search_term_string}",
"query-input": "required name=search_term_string"
}
},
{
"@context": "https://schema.org",
"@type": "Organization",
"name": "Nulo",
"alternateName": "Nulo Healthier Together™",
"url": "https://nulo.com",
"logo": "https://cdn.shopify.com/s/files/1/0084/9664/4192/files/favicon.ico",
"sameAs": [
"https://twitter.com/nulopetfood",
"https://www.facebook.com/nulopetfood/",
"https://www.instagram.com/nulopetfood/",
"https://www.pinterest.com/nulopetfood/"
],
"aggregateRating": {
"@type": "AggregateRating",
"ratingValue": 5,
"reviewCount": 4
}
},
{
"@context": "https://schema.org",
"@type": "BreadcrumbList",
"itemListElement": [
{
"@type": "ListItem",
"position": 1,
"name": "Home",
"item": "https://nulo.com"
},
{
"@type": "ListItem",
"position": 2,
"name": "Dry and Wet Cat Food Recipes Plus Treats | Nulo",
"item": "https://nulo.com/collections/for-cats"
}
]
},
{
"@context": "https://schema.org",
"@type": "ItemList",
"name": "Dry and Wet Cat Food Recipes Plus Treats",
"url": "https://nulo.com/collections/for-cats",
"numberOfItems": 12,
"itemListElement": [
{
"@type": "ListItem",
"position": 1,
"url": "https://nulo.com/products/prowess-all-in-one-essentials-recipe-for-adult-cats-and-kittens-tuna-shrimp-pate-in-broth"
},
{
"@type": "ListItem",
"position": 2,
"url": "https://nulo.com/products/prowess-mature-12-plus-recipe-for-senior-cats"
},
{
"@type": "ListItem",
"position": 3,
"url": "https://nulo.com/products/nulo-gently-cooked-meals-salmon-chicken-recipe-for-cats"
},
{
"@type": "ListItem",
"position": 4,
"url": "https://nulo.com/products/nulo-gently-cooked-meals-chicken-recipe-for-cats"
},
{
"@type": "ListItem",
"position": 5,
"url": "https://nulo.com/products/nulo-gently-cooked-meals-salmon-tuna-recipe-for-cats"
},
{
"@type": "ListItem",
"position": 6,
"url": "https://nulo.com/products/nulo-gently-cooked-meals-duck-chicken-recipe-for-cats"
},
{
"@type": "ListItem",
"position": 7,
"url": "https://nulo.com/products/culinary-harvest-baked-turkey-salmon-recipe-for-adult-cats-and-kittens"
},
{
"@type": "ListItem",
"position": 8,
"url": "https://nulo.com/products/culinary-harvest-baked-chicken-duck-recipe-for-adult-cats-and-kittens"
},
{
"@type": "ListItem",
"position": 9,
"url": "https://nulo.com/products/prowess-bright-beginnings-recipe-for-kittens-salmon-chicken-liver-pate-in-broth"
},
{
"@type": "ListItem",
"position": 10,
"url": "https://nulo.com/products/prowess-mature-12-plus-recipe-for-senior-cats-chicken-chicken-liver-shreds-in-broth"
},
{
"@type": "ListItem",
"position": 11,
"url": "https://nulo.com/products/prowess-skin-and-coat-recipe-for-adult-cats-chicken-salmon-shreds-in-broth"
},
{
"@type": "ListItem",
"position": 12,
"url": "https://nulo.com/products/prowess-bright-beginnings-recipe-for-kittens-chicken-shreds-in-broth"
}
]
},
{
"@context": "https://schema.org",
"@type": "CollectionPage",
"url": "https://nulo.com/collections/for-cats",
"name": "For Cats",
"description": "Browse the entire collection of cat food and find Nulo products at your nearest retailer in-store or online.",
"mainEntityOfPage": {
"@type": "WebPage",
"@id": "https://nulo.com/collections/for-cats"
},
"publisher": {
"@type": "Organization",
"@id": "https://nulo.com/#organization",
"name": "Nulo"
}
}
]
🛡️ Trust Signals — external proof links that back the declared identity
105Review mentions (all pages)
8External proof links (all pages)
| Page | Reviews | Proof links |
|---|---|---|
| / (home) | 45 | 2 |
| /our-nutrition/ | 16 | 2 |
| /our-standards/ | 4 | 2 |
| /collections/for-cats/ | 40 | 2 |
Explore the other reputation pillars for Nulo
Analysis Disclosure & Source Attribution
This page presents a snapshot of public data from Nulo, captured on May 25, 2026, to show how machine logic reads Identity & Authority signals into an AI reputation evaluation.
Purpose: This data is presented under “Fair Use” for the purpose of independent signal analysis, allowing readers to see the raw signals behind the reputation score.
Notice to Nulo: This analysis is part of a non-adversarial audit conducted by 1 Euro SEO. The results are intended as professional feedback to help improve any website’s machine-readability and authority signals. The evaluation is free, and any company can request a fresh audit at any time.
Any company can use the insights for free and improve its voice. When a company has updated its content, it can always submit a new audit request, which will be reflected in a new current score.
To all users: You are encouraged to visit the live site at https://nulo.com to view the most current version of its content and see directly what this company is about and what it offers.