What Nulo changed

• Renamed the "Senior" lifestage category to "Mature" for both dogs and cats.
• Simplified the dog and cat product menus by removing specific links for "Kibble," "Gently Cooked," and "Freeze-Dried Raw," replacing them with broader "Dry Food" and "Mixers & Toppers" categories.
• Added a "Veterinarian Formulated" category to the cat specialty menu.
• Updated homepage marketing banners to focus on Halloween ("Guts without the gore") and Adopt A Dog Month.
• Removed "Grain-Free" as a standalone specialty link for cats.

Nulo is streamlining how customers find products by grouping specific formats like "Gently Cooked" and "Freeze-Dried" under broader categories. They are also shifting language from "Senior" to "Mature," which may better resonate with pet owners looking for vitality rather than aging.

• Added a "Subscribe" section with an email list signup and social media links.
• Added a new site footer with three main categories: Shop, Company, and Customer Care.
• Included direct links to specific product lines like Challenger, FreeStyle, and Frontrunner in the footer.
• Added links for a Social Ambassador Program and Retail Portal.
• Introduced the tagline "Fuel Their Inner Athlete™" at the top of the page.

Nulo is strengthening its direct-to-consumer infrastructure. By adding a detailed footer and a clear email subscription call-to-action, they are better positioned to capture leads and improve site navigation for pet parents.

• Removed the "Subscribe" section that invited users to join the email list for news and offers.
• Removed the "JOIN EMAIL LIST" button from the bottom of the page.
• Removed social media icons and links for X (Twitter), Facebook, Instagram, YouTube, and TikTok from the footer.
• Removed the secondary navigation links for "Shop," "Company," and "Customer Care" categories in the footer.
• Removed the copyright notice and legal policy links (Cookie, Privacy, Resale, Terms of Use).

The website no longer features a primary call-to-action for email list growth or direct links to social media channels in the footer. This could indicate a shift in how they collect customer data or a technical error in their site layout.