Untamed

Name

Untamed

Legal name

Untamed Cat Food Limited

Website

https://untamedcatfood.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Premium Cat Food

NAICS

Dog and Cat Food Manufacturing (311111), Animal Food Manufacturing (31111)

SIC

Food And Kindred Products (2000)

akta.pro primary industry

Raw & Fresh Pet Food (Refrigerated/Frozen) (AFADAFAE)

akta.pro secondary industries

Freeze-Dried & Dehydrated Pet Food (AFADAFAD), Pet Treats & Chews (AFADAFAF), Dry Kibble (Dog & Cat) (CRADAFAA)

Keywords

• Premium cat food
• Human-grade pet food
• Cat food subscription
• Wet cat food
• Pet nutrition products

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Technology or R&D, Personnel

Revenue model

1. Subscription Cat Food: Monthly subscription model delivering personalized cat food directly to customers' doors. Customers receive recurring deliveries (typically 28 tins every 28 days) with the ability to skip, pause, or cancel anytime. Trial box offered at £7 for 12 tins to acquire new customers who then convert to monthly plans.
2. One-Time Purchases: Single-tin and multipack purchases available through retail partners (Sainsbury's, Tesco) at £1.40 per 75g tin or £8 for multipacks.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Untamed manufactures and sells human-grade cat food, including wet food in four textures (gravy, jelly, pâté, broth), dry coated kibble, and an extensive treat line (lickable purées, freeze-dried treats, and food sprinkles). Products are sold primarily through a direct-to-consumer subscription model (£7 trial box of 12 tins, then monthly recurring deliveries of 28 tins every 28 days) with free next-day delivery, and increasingly through UK supermarket retail listings (Sainsbury's, Tesco, Co-op). Recipes are vet-formulated with human-grade whole meats, claim twice the protein of leading competitors, and exclude grains, greens, and sugars.

Product overview

Untamed is a direct-to-consumer subscription cat food brand offering a comprehensive portfolio of human-grade wet and dry cat food products. The core offering consists of wet food in four texture formats (Gravy, Jelly, Pâté, and Broth), two dry food kibble varieties, and an extensive treats line including lickable purées, freeze-dried treats, and food sprinkles. Products are sold primarily through a subscription model featuring a trial box (£7 for 12 tins) and monthly recurring deliveries (56 tins every 28 days). The brand differentiates through human-grade ingredients, twice the protein of industry standard, no grains/greens/sugars, and B-Corp certification. Retail expansion into Sainsbury's and Tesco began in 2025.

Differentiator

Problem solved

Functional benefit

Products and services

• Wet Food - Gravy Range Succulent cuts of real meat in savoury gravy (varieties include Chicken Breast, Chicken Breast with Ham, Wild Tuna with Salmon, Shrimp Topped Tuna, Chicken Breast with Beef, Ocean-fresh Fish, and Wild Tuna), made with human-grade ingredients and whole shredded meats. Designed for UK cat owners seeking high-protein, species-appropriate wet food.
• Wet Food - Jelly Range Tender shreds and flaky fish set in juicy jelly (varieties include Chicken Breast, Chicken Breast with Duck, Wild Tuna, Wild Tuna with Salmon, Shrimp Topped Tuna, Ocean-fresh Fish, and Chicken Breast with Beef). Soft, easy-to-digest textures in human-grade formulations.
• Wet Food - Pâté Range Silky smooth pâté (varieties include Chicken Breast Pâté, Wild Tuna Pâté, and Wild Salmon Pâté), gently cooked for easy eating and digestion, made for hungry carnivores with human-grade ingredients.
• Wet Food - Broth Range Juicy shreds of meat and flaky fish in a light, delicate broth (varieties include Chicken Breast with Red Tuna and Chicken Breast with Smoked Tuna), designed for cats who like to lap first and chew later.
• Poultry Packed Coated Kibble Dry cat food with 77% poultry (chicken and duck), complete and balanced with pre and postbiotics for healthy digestion, coated in freeze-dried chicken for extra flavour, with 100% animal protein.
• Fish Feast Coated Kibble Dry cat food with 78% salmon, trout and chicken, coated in freeze-dried salmon for extra flavour, boosted with live cultures to support a healthy gut.
• Chicken Purée Treat Lickable chicken purée with 93% chicken and added prebiotics to support digestion; complementary cat treat for hand-feeding or bowl-topping.
• Tuna Purée Treat Lickable tuna purée with 93% tuna content, designed for hand-feeding, bowl-topping, or as a complementary cat treat.
• Salmon Purée Treat Lickable salmon purée with 93% salmon, naturally packed with Omega 3 and boosted with prebiotics for skin, coat, and gut health; complementary cat treat.
• Chicken Purée - Hairball Helper Treat Lickable chicken purée (87% chicken) formulated to help manage hairballs with added natural digestive fibre; complementary cat treat.
• Chicken Freeze-Dried Treats Single-ingredient freeze-dried chicken breast treats (100% human-quality chicken breast, high in protein), suitable as a complementary treat for cats of all ages.
• Salmon Freeze-Dried Treats Pure freeze-dried salmon fillet treats (100% salmon), rich in Omega 3 and naturally high in protein, supporting healthy skin and glossy coats.
• Chicken Sprinkles Topper 100% freeze-dried chicken breast sprinkles in tiny flakes, high in protein and naturally low in fat; complementary food topper for cats aged 2 months and over.
• Tuna Sprinkles Topper Flakes from whole tuna loin and freeze-dried tuna with green-lipped mussel; natural source of Omega-3 for joint and coat health; complementary cat food topper.

Quantifiable outcome

• 87% of customers see health improvements in their cats within 4 months
• +3 more outcomes

Named customers10 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Three partnerships are on record, tiered core and minor.

• Sainsbury'scoreChannel Partner/ Reseller/ Distributor · 1 July 2025First supermarket listing partner. Untamed's 95% real meat products (single-tin 75g at £1.40, multipacks at £8) now available in Sainsbury's stores nationwide. Supported by in-store sampling, advertising, and promotions.
• TescocoreChannel Partner/ Reseller/ Distributor · 1 July 2025First supermarket listing partner. Untamed's products available in Tesco stores alongside Sainsbury's. Same product format and pricing.
• Co-opminorChannel Partner/ Reseller/ Distributor · 1 July 2025Upcoming supermarket listing partnership announced to follow Sainsbury's and Tesco launches.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Open Farm: Premium DTC pet food brand with ethically sourced, human-grade ingredients and retail expansion. Comparable premium positioning, certification-driven brand story (similar to B-Corp), and omnichannel strategy.
• Smalls: US-based DTC fresh cat food subscription brand offering human-grade, high-protein wet food. Direct analogue in business model and product positioning; signals the transatlantic category playbook Untamed could replicate internationally.

Direct peers

• KatKin: UK-based direct-to-consumer fresh cat food brand delivering vet-formulated, high-meat wet food via subscription. Closest direct competitor to Untamed with overlapping customer base (UK cat owners), business model (DTC subscription), and product positioning (premium, species-appropriate).
• Different Dog: UK-based DTC fresh pet food brand (primarily dog but with cat range) offering gently cooked, human-grade meals via subscription. Comparable premium positioning, formulation philosophy (no fillers, high meat), and UK distribution model.

Broad incumbents

• Lily's Kitchen: UK premium natural pet food brand offering wet and dry cat food with human-grade ingredients ethos. Now owned by Nestlé, providing a scaled incumbent analogue that competes for the same premium-shelf placement and consumer mindshare.
• Applaws: Premium natural wet cat food brand owned by MARS Petcare, sold through UK grocery retail. Competes with Untamed for shelf space and the 'natural/high-meat' shopper, with significantly greater distribution scale.
• Felix (Purina): Mass-market UK wet cat food brand owned by Nestlé Purina, dominant in UK grocery. Represents the incumbent that Untamed's premium positioning attacks; relevant for understanding shelf competition and pricing benchmarks.
• Royal Canin: Global premium and veterinary pet food brand (Mars Petcare). Competes in the vet-formulated/health-driven cat food niche that Untamed targets, with significantly deeper veterinary channel penetration.
• Butcher's Pet Care: UK heritage wet cat and dog food manufacturer with strong grocery distribution. Closest established UK wet-food incumbent competing for Sainsbury's and Tesco shelf space alongside Untamed.
• Hill's Pet Nutrition: Science-led pet food brand owned by Colgate-Palmolive, dominant in veterinary-recommended nutrition. Competes for the vet-formulated/health-outcomes narrative Untamed leans on, with established vet endorsement infrastructure.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/untamedcatfood
• Instagraminstagram.com/untamedcatfood

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds1 record

Investors3 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Untamed