I and love and you

What I and love and you does

I and love and you is a Boulder, Colorado-based premium pet food company (legal entity NatPets LLC) founded in 2012 that formulates and markets natural, clean-label cat and dog nutrition. The product portfolio spans dry kibble (Naked Essentials, Nude Super Food, Ancient Grains, Baked & Saucy), wet/canned food (Original Recipe, Irresist-A-Bowls, XOXOS, Feed Meow), freeze-dried raw dog food (Stir and Boom), functional toppers (Top That), and treat lines (Treat Meow, Fillin Good, Nice Jerky!), plus puppy and kitten formulations. Underlying product technology emphasizes real meat as the first ingredient, grain-free and filler-free recipes free of corn/wheat/soy/rice/white potato, non-GMO formulations without artificial preservatives, and functional additions including prebiotics, probiotics, omega-3 and 6 fatty acids, and AAFCO-approved complete-and-balanced nutrition.

The company operates a dual GTM model combining direct-to-consumer e-commerce at iandloveandyou.com with subscription recurring delivery (Subscribe & Save: 35% off first order, 10% off subsequent orders; free shipping at $49+) and an extensive retail/wholesale channel spanning over 30,000 U.S. locations including Walmart, Sprouts, Albertsons, Publix, PetSmart, Kroger banners, Target, Amazon, and Chewy. Revenue is generated through unit pricing across SKUs, recurring subscription revenue, and a tiered loyalty program (Bronze/Silver/Gold) that deepens customer lifetime value. Customer segments are health-conscious pet parents across dog and cat owners seeking premium, functional nutrition; pricing ranges from entry treats (~$11) to 40lb dry bags at premium positioning.

The business is privately held; L Catterton led a Series C round in February 2022 alongside a CEO transition to Michael Meyer. In March 2026 the company acquired Made by Nacho (Bobby Flay's ultra-premium cat food brand), with Bobby Flay joining as Chief Culinary Officer, Investor, and Board Member. Reported accumulated disclosed funding totals approximately $30 million across rounds from 2014–2022 (L Catterton, Revelry Brands, Winona Capital Management, Dwight Funding). The company operates with 11–50 employees, has donated over 6.5 million meals to rescue organizations since 2015, and serves a nationwide U.S. customer base (excluding Alaska and Hawaii).

Name

I and love and you

Legal name

NatPets LLC

Website

https://iandloveandyou.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

11–50 employees

Short description

I and love and you is a Boulder, Colorado-based premium pet food company producing natural, clean-label cat and dog nutrition distributed through direct-to-consumer e-commerce, a Subscribe & Save subscription program, and over 30,000 U.S. retail locations including Walmart and PetSmart.

Ownership category

akta.pro rank

Product category

Premium Pet Food

NAICS

Dog and Cat Food Manufacturing (311111), Animal Food Manufacturing (3111)

SIC

Food And Kindred Products (2000)

akta.pro primary industry

Dry Pet Food (Kibble) (AFADAFAA)

akta.pro secondary industries

Frozen & Raw Pet Food (incl. freeze-dried) (CRADAFAD), Wet/Canned & Pouch Food (Dog & Cat) (CRADAFAB), Natural/Organic & Limited-Ingredient Diets (CRADAFAH)

Keywords

• Premium pet food
• Natural dog food
• Natural cat food
• Freeze-dried raw pet food
• Clean-label pet nutrition

Headquarters

HQ city

Boulder

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct E-commerce Sales: Online sales through the company's owned e-commerce platform (iandloveandyou.com) with subscription options offering recurring revenue. Products include dry kibble, wet/canned food, freeze-dried raw, treats, and toppers for cats and dogs.
2. Retail/Wholesale Distribution: Products sold through major retail chains including Walmart, Sprouts, Albertsons Companies, Publix, PetSmart, Amazon, and Chewy. The company operates at over 30,000 retail locations nationwide.
3. Subscription Services: Subscribe and Save program with 35% off first order and 10% off subsequent orders. Recurring subscription revenue model with customer loyalty integration and rewards points system.

Pricing tiers

Go-to-market motion3 records

Distribution channels10 records

Marketing channels7 records

Core offering

I and love and you manufactures and sells premium natural pet food for dogs and cats across multiple branded product lines including dry kibble, wet/canned food, freeze-dried raw, treats, and meal toppers. Products are formulated with real meat as the first ingredient, prebiotics and probiotics, and contain no corn, wheat, soy, rice, white potatoes, artificial flavors, colors, or preservatives. The company sells directly to consumers via its own e-commerce site with subscription options and through major retail and online marketplace partners across the U.S.

Product overview

I and love and you is an independent pet food company offering a comprehensive portfolio of premium cat and dog food products across multiple lines. The product ecosystem consists of core dry and wet food brands (Naked Essentials®, Nude Super Food®, Original Recipe, Baked & Saucy®, Ancient Grains) supplemented by specialty formats (Stir and Boom® freeze-dried raw food), functional treats (Top That® meal toppers, Treat Meow®, Feed Meow®), puppy-specific formulas, and a subscription service (Subscribe & Save). The brand focuses on grain-free, natural ingredients with real meat as the first ingredient, supplemented by probiotics and omega fatty acids for digestive and coat health. In 2026, the company acquired Made by Nacho (Bobby Flay's cat food brand) and appointed Bobby Flay as Chief Culinary Officer, strengthening its position in the premium cat food market with combined distribution at over 30,000 retail locations.

Differentiator

Problem solved

Functional benefit

Brands

• Made by Nacho: Ultra-premium cat food brand co-founded by celebrity chef Bobby Flay and CPG entrepreneur Elly Truesdell. Acquired by I and love and you in March 2026.

Products and services

• Naked Essentials Cat Grain-free dry cat food with real meat as the first ingredient, prebiotics and probiotics for digestive support. Available in multiple protein varieties including Chicken + Duck, Salmon + Trout, Hairball Care, Indoor Health, and Digestive Support.
• Naked Essentials Dog Grain-free, filler-free dry dog food with real meat first and prebiotics and probiotics for digestive support. Available in Lamb + Bison and Chicken + Duck varieties.
• Nude Super Food Cat Superfood-infused dry cat food with nutrient-rich ingredients. Available in Poultry a Plenty and Surf 'n Chick varieties.
• Nude Super Food Dog Superfood-infused dry dog food with high-quality proteins and added superfood nutrition. Available in Red Meat Medley and Simply Sea varieties.
• Original Recipe Cat Wet Food Classic wet/canned cat food line featuring smooth pâté textures and protein-first recipes in 3oz, 5.5oz, and 13oz cans. Includes varieties such as Whascally Wabbit Pâté, Chicken Me Out Pâté, Oh My Cod! Pâté, Purrky Turkey Pate, Savory Salmon Pate, and stew varieties like Ninja Cat Jiu Jit Stew and Farm To Sea Feast.
• Irresist-A-Bowls Chunky homestyle wet dog food stews featuring real ingredients in a savory gravy. Available in Chicken & Duck Recipe and other varieties.
• Stir and Boom Freeze-dried raw dog food made with real ingredients including organ meat, fruits and vegetables. Gently freeze-dried to lock in naturally occurring nutrients for highly digestible, complete and balanced meals. Available in Raw Raw Beef Boom Ba, Raw Raw Turk Boom Ba, and Raw Raw Chick Boom Ba varieties.
• Baked & Saucy Premium baked dry dog food with added sauce for enhanced flavor and moisture. Available in Beef + Sweet Potato and Chicken + Sweet Potato varieties.
• Ancient Grains Dog Food Dry dog food featuring ancient grains for nutritional variety. Includes Chicken + Turkey variety with wholesome ancient grains, suitable for dogs with sensitive stomachs.
• Top That Dog Food Meal Toppers Wet food toppers and meal enhancers for dogs with functional benefits. Available in multiple varieties: Top That Shine (Beef with Omega 3 & 6 for coat health), Top That Tummy (Chicken with pumpkin and prebiotics for digestion), Top That Boost (Duck with antioxidants and superfoods for immune support), Top That Move (Beef with Bison in gravy), Top That Thrive (Turkey in gravy), and Top That Wit (Lamb in gravy).
• Treat Meow Cat treat line featuring flavorful varieties for training and rewarding cats.
• Feed Meow Wet cat food pouches with real protein and moisture for hydration; complementary feeding product for cats.
• Fillin Good Functional cat treats with targeted health benefits. Available in Chicken Flavor with Digestive Support, Seafood Flavor with Immune Support, and Salmon Flavor with Skin & Coat Support.
• XOXOS Wet cat food pouches in gravy. Made in Thailand with high-quality ingredients and USFDA-certified quality standards.
• Lovingly Simple Simple, limited ingredient cat food formulations for cats with dietary sensitivities.
• Dog Chew Treats Variety of dog chew treats including Nice Jerky! jerky bites (Beef + Lamb, Chicken + Duck, Chicken + Salmon), No Stink! Free Ranger Bully Sticks, Ear Candy Beef Ear Chews, and Good Golly Gullet Stix.
• Subscribe & Save Auto-delivery subscription service offering 35% off first order and 10% off subsequent orders, with free shipping on orders $49+. Delivers every 21-56 days; customers can manage, skip, update, or cancel at any time.
• Puppy Food Starter Kit Starter kit for puppy owners including sample products and feeding guidelines.
• Treat Yo'self Dog treat line supporting clean teeth and mental health while staving off joint stiffness. Includes Free Ranger Braided Bully Stix and other varieties.

Quantifiable outcome

• Over 6.5 million meals donated to pets in need since 2015
• +2 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Six partnerships are on record, tiered major, core and minor.

• Bobby FlaymajorStrategic or Co-development Partner · 17 March 2026Celebrity chef Bobby Flay joins as Chief Culinary Officer, Investor, and Board Member following acquisition of his co-founded brand Made by Nacho. Brings culinary expertise and celebrity endorsement to strengthen premium cat food positioning.
• TerraCyclecoreStrategic or Co-development PartnerPartnership with TerraCycle to ensure 'I and Love and You' packaging can be recycled through brand-funded recycling programs. TerraCycle supports innovative recycling solutions for items not accepted curbside, preventing packaging from ending up in landfills and incinerators.
• American Feed Control Officials (AAFCO)coreStrategic or Co-development PartnerPartnership with AAFCO for product testing and feeding trials. AAFCO-approved kennels perform feeding trials and provide regulatory approval for complete and balanced nutrition claims on all products.
• Colorado PET PantryminorStrategic or Co-development PartnerSustainability partner organization fostering sustainability mission and reducing carbon footprint in Colorado region.
• Pet Sustainability Coalition (PSC)minorStrategic or Co-development PartnerPet industry sustainability coalition partner working to reduce environmental impact across the pet care supply chain.
• Banfield Pet HospitalminorStrategic or Co-development PartnerPet health partner contributing to sustainability and corporate responsibility initiatives in the pet industry.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Blue Buffalo: Premium natural pet food brand (now owned by Nestle Purina PetCare) offering grain-free, natural dry and wet dog and cat food. Most direct competitor to I and love and you in the premium/natural segment at mass retail (Walmart, Target, PetSmart) and online (Amazon, Chewy).
• The Farmer's Dog: Direct-to-consumer fresh, human-grade dog food brand operating on a subscription model with personalized meal plans. Comparable to ILY on premium positioning, subscription/recurring revenue model, and health-conscious pet parent targeting, though ILY's portfolio includes dry kibble and cat food.
• Stella & Chewy's: Premium raw and freeze-dried raw pet food brand offering kibble, freeze-dried raw meals, and treats for dogs and cats. Direct competitor to ILY's Stir and Boom freeze-dried raw line and shared premium/natural positioning.
• Wellness Pet Food: Natural/holistic pet food brand offering grain-free, natural dry and wet dog and cat food across core and specialty lines. Comparable to ILY on ingredient philosophy (natural, no artificial additives), portfolio breadth across dog and cat, and retail distribution at mass and specialty channels.
• Rachael Ray Nutrish: Mass premium pet food brand by celebrity chef Rachael Ray offering natural dry and wet dog food at mass retail (Walmart, Target). Comparable to ILY on mass-market premium positioning, celebrity-brand association, and natural ingredient emphasis — and explicitly named as a competitor in ILY's source data.
• Natural Balance: Natural pet food brand offering limited-ingredient, grain-free, and functional diet formulas for dogs and cats. Directly comparable to ILY on natural/limited-ingredient positioning, retail distribution at mass grocery and pet specialty, and portfolio of dry and wet formats.
• Champion Petfoods (Orijen & Acana): Premium pet food manufacturer behind Orijen and Acana brands, known for biologically appropriate, regionally sourced, high-meat-content dry food and freeze-dried treats. Comparable to ILY on premium natural ingredient sourcing, raw/biologically appropriate positioning, and specialty/pet retail distribution.

Emerging players

• Open Farm: Premium pet food brand focused on ethically sourced, sustainable ingredients with transparency certifications. Comparable to ILY on clean-label positioning, premium pricing, and direct-to-consumer emphasis, though Open Farm skews more toward sustainability messaging.
• Spot & Tango: Direct-to-consumer fresh and dry dog food brand offering personalized meal plans on a subscription model. Comparable to ILY on subscription mechanics and premium pet parent targeting, though focused on fresh rather than kibble/raw.

Broad incumbents

• Hill's Pet Nutrition: Large incumbent science-led pet food brand (Colgate-Palmolive) offering prescription/functional and natural pet diets across dog and cat. Comparable to ILY on functional nutrition claims (digestive, skin/coat) and broad veterinary/specialty retail distribution, though operating at much larger scale and with veterinary clinical positioning.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/ILYPET
• YouTubeyoutube.com/user/iandloveandyoupet
• Facebookfacebook.com/iandloveandyoupet
• Instagraminstagram.com/iandloveandyoupet
• TikToktiktok.com/@ily.pet

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries1 record

Funding overview

Funding rounds7 records

Investors4 records

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

M&A1 record

Investments

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

Frequently asked questions about I and love and you