KatKin
KatKin is a UK-based premium fresh cat food company selling veterinary-formulated subscription meals to cat owners, offering 8 protein varieties and life-stage formulas with 100M+ meals sold since 2020.
- Company typePrivate
- Founded2020
- HeadquartersLondon, United Kingdom
- Headcount101–250
- GTM typeB2C
- OfferingHardware or Manufacturing
What KatKin does
KatKin (legal entity Anikin Ltd) is a UK-based premium fresh cat food company that sells veterinary-formulated meals directly to consumers on a subscription basis, with retail extensions into Jollyes and Pets at Home. Founded in 2020 and headquartered in London with manufacturing in Suffolk, the company offers eight protein varieties (chicken, turkey, duck, beef, lamb, pork, fish, and a fish-and-duck blend) plus life-stage and condition-specific formulas for kittens, seniors, and cats with sensitive stomachs, alongside treats, toppers, and a sister litter brand (Scoop Planet). Recipes are developed under Chief Veterinary Officer and Chief Nutrition Officer Justin Shmalberg, a board-certified veterinary nutritionist, and the company claims taste validation across panels of 2,300+ cats. KatKin has sold more than 100 million meals since launch and employs 150+ people.
The business operates primarily through a direct-to-consumer subscription model with pricing starting from £1.99 per day, supplemented since August 2025 by listings in 80+ Jollyes stores and selected Pets at Home outlets in southern England. Revenue mechanics combine recurring subscription billing with retail SKU sales, supported by an in-house Suffolk production facility that provides vertical integration over quality and portion control. The company has raised approximately £37M+ ($45M+) in equity across a 2019 seed, a 2020 round led by Octopus Ventures, a 2022 $22M Series A led by Perwyn and Verlinvest, an undisclosed 2023 round, and a $50M Series C in December 2025 earmarked for retail expansion and entry into new geographic markets. Brand trust indicators include a 4.6/5 Trustpilot rating across 13,355 reviews and a reported 95% health improvement metric among subscribers.
Customer acquisition is B2C, segmented across cat owners seeking clinically formulated fresh food, with no disclosed enterprise or wholesale anchor accounts. The competitive proposition rests on veterinary credibility, in-house manufacturing, and a subscription model that personalizes portions per cat, while the data accumulated across more than 100 million meals is described as informing nutrition and product development but is not articulated as an AI-driven asset.
KatKin firmographics
Firmographics- Name
- KatKin
- Legal name
- Anikin Ltd
- Website
- https://katkin.com
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- KatKin is a UK-based premium fresh cat food company selling veterinary-formulated subscription meals to cat owners, offering 8 protein varieties and life-stage formulas with 100M+ meals sold since 2020.
- Ownership category
- akta.pro rank
KatKin industry classification
Industry- Product category
- Premium Pet Food
- NAICS
- Dog and Cat Food Manufacturing (311111), Animal Food Manufacturing (3111)
- SIC
- Food And Kindred Products (2000), Canned, Frozen & Preservd Fruit, Veg & Food Specialties (2030), Miscellaneous Food Preparations & Kindred Products (2090)
- akta.pro primary industry
- Frozen & Raw Pet Food (incl. freeze-dried) (CRADAFAD)
- akta.pro secondary industries
- Functional & Veterinary Diet Pet Food (CRADAFAF), Semi-Moist Pet Food (AFADAFAC)
Keywords
Where KatKin is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices2 records
Markets served
KatKin business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Subscription Fresh Food Delivery: Recurring subscription model delivering personalized fresh cat food portions. Standard monthly plan contains 28 trays, Saver Plan delivers 42 trays every 6 weeks, Freezer Plan delivers 14 trays every 2 weeks. Customers are auto-charged 2 days before delivery date.
- Retail Product Sales: Single portion trays, 6-portion boxes, 7-day and 14-day variety boxes sold through Jollyes and Pets at Home retail partners.
- Cat Treats and Food Toppers: Additional products including Chicken Nibbles, Salmon Nibbles, and Chicken Sprinkles sold as add-ons to subscription or standalone retail purchases.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | First 14 days trial offer with 20% discount |
| Subscription | Monthly | Standard Monthly Plan - 28 trays |
| Subscription | Multi-year contract | Saver Plan - 42 trays every 6 weeks |
| Subscription | Monthly | Freezer Plan - 14 trays every 2 weeks |
| Subscription | Monthly | Delivery Fee |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels7 records
KatKin product offering
Product offeringCore offering
KatKin produces and delivers 100% human-quality, gently steam-cooked frozen fresh cat food via a direct-to-consumer subscription model. Recipes are formulated by a Board-Certified Vet Nutritionist and portioned to each cat's specific caloric needs based on age, weight, activity level, and body shape. The company also retails its meals, treats, and a separate cat litter line (Scoop Planet) through Jollyes and Pets at Home.
Product overview
KatKin is a UK-based premium pet food company operating primarily as a direct-to-consumer fresh cat food subscription service. The core product offering consists of gently cooked, human-quality frozen cat food meals available in eight protein varieties (Chicken, Turkey, Duck, Beef, Lamb, Pork, Fish, and Fish+Duck). These are sold through a subscription model with personalized portion sizing based on each cat's caloric needs, supplemented by cat treats (Chicken Nibbles, Salmon Nibbles) and meal toppers (Chicken Sprinkles). The company also offers a secondary product line called Scoop Planet (cat litter) and expanded into retail distribution through Jollyes and Pets at Home with single-portion trays, 6-portion boxes, and 7-day variety packs. Specialized product lines include kitten food and senior cat food. All products are designed by a Board-Certified Vet Nutritionist and emphasize human-quality ingredients, grain-free formulations, and frozen-fresh preservation without preservatives.
Differentiator
Problem solved
Functional benefit
Brands
- Scoop Planet: Cat litter brand offered by KatKin, sold exclusively through Jollyes pet stores
Products and services
- Fresh Cat Food (Core Subscription) Gently steam-cooked, human-quality meat meals delivered frozen via a recurring subscription, personalized to each cat's age, weight, activity level, and body shape. Available in eight protein varieties: Chicken (Cluck), Turkey (Gobble), Duck (Quack), Beef (Mooo), Lamb (Baaa), Pork (Oink), Fish (Splash), and Fish+Duck (Bubble & Quack). Recipes formulated by a Board-Certified Vet Nutritionist, free from grains, fillers, and preservatives.
- Kitten Food Specialized fresh cat food formulated for kittens, with leaner recipes and smaller, more frequent portions designed to support growth.
- Senior Cat Food Fresh cat food tailored to the nutritional needs of senior cats, building on the same gently cooked, human-quality meat base as the core range.
- Chicken Nibbles Cat Treats 100% chicken breast treats for cats, used as training rewards or meal toppers.
- Salmon Nibbles Cat Treats 100% salmon treats for cats, used as training rewards or meal toppers.
- Chicken Sprinkles Cat Food Topper 100% chicken breast meal topper designed to encourage cats to eat their fresh food, particularly useful during diet transitions.
- Scoop Planet Cat Litter Cat litter product line sold under the Scoop Planet sub-brand, available as a standalone subscription or combined with KatKin fresh food plans, and stocked in Jollyes stores.
Quantifiable outcome
- 95% of cat parents see their cat's health improve with KatKin, including better digestion, less litter box smell, more energy, shinier coat, and healthier weight
- +2 more outcomes
Companies that use KatKin
Customer profileNamed customers1 record
Segments1 record
Ideal customer profiles1 record
KatKin technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
KatKin partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core.
- JollyescoreNational pet superstore partnership bringing KatKin fresh cat food into Jollyes retail stores across the UK. Over 80 stores carry KatKin products including single portion trays, multi-portion boxes, and Scoop Planet litter. Also available via Jollyes website for home delivery and click & collect.
- Pets at HomecoreRetail partnership with selected Pets at Home stores in south of England. Products include 7-day variety boxes featuring KatKin recipes in poultry and non-poultry options.
Scale indicators7 records
Recent moves7 records
Expansion highlights5 records
KatKin competitors and assessment
Company assessmentDirect peers
- Butternut Box: UK-based direct-to-consumer subscription fresh pet food brand, primarily serving dogs with gently cooked, human-quality meals delivered to the door. Closest UK analogue to KatKin's DTC fresh-meat subscription model, making it the most directly comparable competitor.
- Bella & Duke: UK raw pet food subscription brand offering frozen raw meals for cats and dogs. Directly competes with KatKin in the premium frozen/cold-chain pet food subscription category in the UK, with a similar biologically-appropriate, raw/fresh positioning.
- Smalls: US-based direct-to-consumer fresh cat food subscription brand delivering gently cooked, human-grade recipes. Direct cat-only fresh-frozen subscription competitor; useful international benchmark for KatKin's unit economics and brand playbook.
- Nom Nom: US DTC fresh pet food subscription brand offering gently cooked meals for cats and dogs. Comparable in vet-formulated positioning, personalized portioning, and human-grade ingredient messaging, though with a US focus.
Broad incumbents
- Freshpet: US publicly listed fresh pet food manufacturer selling refrigerated (not frozen) dog and cat food through mass retail. A scaled, established player in the fresh pet food category and a useful proxy for what KatKin could become at scale, though Freshpet operates in a refrigerated rather than frozen format.
- The Farmer's Dog: Largest US direct-to-consumer fresh dog food subscription brand. While dog-only, it shares KatKin's DTC subscription playbook, vet-formulated positioning, and human-grade marketing, and serves as a key reference point for premium fresh pet food venture economics.
- Orijen / Acana (Champion Petfoods): Global premium kibble brand (biologically appropriate, high-meat formulations) owned by Mars. Competes for the same premium, high-meat, grain-conscious cat owner segment as KatKin but via shelf-stable dry food, representing the main incumbent alternative in the UK premium category.
- Lily's Kitchen: UK premium natural pet food brand offering dry, wet, and treats for cats and dogs, available widely in UK retail. Represents the established UK premium natural pet food alternative and a likely acquirer or strategic competitor for KatKin's premium positioning.
Regional players
- Tails.com: UK personalized dry kibble subscription brand owned by Mars Petcare. Targets the same premium, personalized nutrition niche but with dry food (no cold-chain), making it a UK subscription peer with a different format. Useful comparison for personalization and subscription retention.
Emerging players
- Open Farm: North American premium pet food brand emphasizing ethically sourced, human-grade ingredients across dry, wet, and raw formats. Comparable on premium, ethically sourced, transparency-led brand positioning though with a broader multi-format and multi-species portfolio.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat6 records
Key risks6 records
Key highlights6 records
Customer concentration
KatKin social profiles
Digital presenceKatKin financial estimates
Financial estimateRevenue estimate
Valuation estimate
KatKin leadership team
Management profileNumber of profiles
Profiles1 record
KatKin funding detail
Funding detailFunding overview
Funding rounds6 records
Investors5 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
KatKin M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about KatKin
What does KatKin do?
KatKin produces and delivers 100% human-quality, gently steam-cooked frozen fresh cat food via a direct-to-consumer subscription model. Recipes are formulated by a Board-Certified Vet Nutritionist and portioned to each cat's specific caloric needs based on age, weight, activity level, and body shape. The company also retails its meals, treats, and a separate cat litter line (Scoop Planet) through Jollyes and Pets at Home.
Is KatKin a public or private company?
KatKin is a private company. It is classified as venture growth investor backed and is currently operating.
When was KatKin founded?
KatKin was founded in 2020. It employs 101 to 250 people.
Where is KatKin based?
KatKin is headquartered in London, United Kingdom, in the Europe region.
How does KatKin make money?
Three revenue lines are on record. Subscription Fresh Food Delivery is the primary driver. The others are retail Product Sales and cat Treats and Food Toppers.
Who are KatKin's main competitors?
Direct peers on record are Butternut Box, Bella & Duke, Smalls and Nom Nom. Broad incumbents are Freshpet, The Farmer's Dog, Orijen / Acana (Champion Petfoods) and Lily's Kitchen. Tails.com is listed as a regional player. Open Farm is listed as an emerging player.
Does KatKin have an API?
No public API is recorded for KatKin.
What industry is KatKin in?
KatKin's product category is Premium Pet Food. Its primary akta.pro industry code is CRADAFAD, Frozen & Raw Pet Food (incl. freeze-dried), with a secondary code of CRADAFAF, Functional & Veterinary Diet Pet Food. Its NAICS code is 311111 and its SIC code is 2000.