What Natural Instinct does

Natural Instinct Ltd is a UK-based private company that manufactures and sells Biologically Appropriate Raw Food (BARF) diets for dogs and cats. The company offers a portfolio of raw meat-based products — including natural dog food, working dog formulations, a puppy range, raw cat food, treats, frozen bones, bone broths, antler chews, and transition-to-raw starter packs — built around recipes combining raw meats with bone, offal, fruits, vegetables, and supplements such as sea kelp and Scottish salmon oil. All products are marketed as 100% natural, with no grains, fillers, or artificial additives, and use ethically sourced human-grade ingredients.

The commercial operation runs on a Shopify-powered direct-to-consumer e-commerce storefront augmented by email automation through Klaviyo, web analytics via Google Analytics, Microsoft Clarity, and Hotjar, and a Facebook tracking pixel. Distribution combines DTC e-commerce with subscriptions, Click & Collect, and a network of third-party stockists including pet shops and veterinary clinics. The company ships to the United Kingdom, Guernsey, Isle of Man, and Jersey, and operates customer service from a UK-based phone line.

Revenue is generated through one-time product purchases, recurring subscriptions, and add-on categories such as treats and supplements, with unit pricing ranging from approximately £3.69 to £9.69. The company holds the registered Natural Instinct® trademark, is a member of UK Pet Food and the Pet Industry Federation, and maintains relationships with multiple animal-welfare charities. It has earned the Feefo Platinum Trusted Service Award based on 2,332 verified reviews averaging 4.7/5.

Name

Natural Instinct

Legal name

Natural Instinct Ltd

Website

https://naturalinstinct.com

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

11–50 employees

Short description

Natural Instinct Ltd is a UK-based raw pet food company selling Biologically Appropriate Raw Food (BARF) diets for dogs and cats through a Shopify e-commerce site, subscription service, and UK stockist network serving individual pet owners.

Ownership category

akta.pro rank

Product category

Raw Pet Food

NAICS

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

SIC

Food And Kindred Products (2000)

akta.pro primary industry

Frozen & Raw Pet Food (incl. freeze-dried) (CRADAFAD)

akta.pro secondary industries

Raw & Fresh Pet Food (Refrigerated/Frozen) (AFADAFAE), Natural/Organic & Limited-Ingredient Diets (CRADAFAH), Functional & Veterinary Diet Pet Food (CRADAFAF)

Keywords

• Raw pet food
• BARF diet
• Dog nutrition
• Cat nutrition
• Natural pet food

Headquarters

HQ city

Frimley

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, Personnel, Technology or R&D

Revenue model

1. Product Sales: One-time purchase model for raw dog and cat food, treats, supplements, and bone broth products through e-commerce website.
2. Subscription Service: Recurring subscription model offering regular deliveries of raw pet food with discount incentives for repeat customers.
3. Treats & Supplements: Additional product category including ambient treats, frozen treats, frozen bones, and nutritional supplements.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Natural Instinct manufactures and sells Biologically Appropriate Raw Food (BARF) diets for dogs and cats. The company offers raw dog food, raw cat food, working dog food, puppy food, treats, supplements, and bone broths through a direct-to-consumer e-commerce store and a network of UK-based stockists, with a subscription option for recurring orders.

Product overview

Natural Instinct is a raw pet food company offering Biologically Appropriate Raw Food (BARF) for dogs and cats. The product portfolio centers on core raw food ranges including Natural Dog Food (Chicken, Lamb, Turkey, Duck, Beef, Fish, Tripe varieties), Working Dog Food (standard and Simply variants), Puppy/Kitten Range, and Raw Cat Food. Supplementary products include Treats & Supplements (ambient treats, frozen treats, bones), Bone Broths, and Antler Chews. The company also offers Transition to Raw products to help pets switch from processed diets. All recipes are 100% natural with no grains, fillers, or artificial additives, featuring ethically sourced human-grade meats and fresh fruits and vegetables.

Differentiator

Problem solved

Functional benefit

Products and services

• Raw Dog Food

Quantifiable outcome

• Customers report improvements in itchy skin, coat quality, teeth health, digestion, joint conditions, and bad breath

Named customers1 record

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Eleven partnerships are on record, tiered core and minor.

• UK Pet FoodcoreOthersIndustry association membership providing legitimacy and industry standards compliance for pet food manufacturing and sales.
• Pet Industry FederationcoreOthersIndustry federation membership for pet food companies providing networking and standards guidance.
• National Animal Welfare Trust WatfordminorGTM or Marketing PartnerCharity sponsorship providing support for animal welfare activities in Watford area.
• Cinque Ports RescueminorGTM or Marketing PartnerCharity partnership supporting animal rescue operations.
• Assistance In Disability Dog A.I.D.minorGTM or Marketing PartnerCharity sponsorship supporting assistance dog training for people with disabilities.
• Devon Dog Behaviour Rehab & RehomeminorGTM or Marketing PartnerCharity partnership supporting dog behaviour rehabilitation and rehoming in Devon.
• Dobermann Rescue UK & EuropeminorGTM or Marketing PartnerCharity partnership supporting Dobermann rescue operations across UK and Europe.
• Scottish Greyhound SanctuaryminorGTM or Marketing PartnerCharity sponsorship supporting greyhound rescue and sanctuary in Scotland.
• Search and Rescue OxfordshireminorGTM or Marketing PartnerCharity partnership supporting search and rescue operations.
• Friends of Animals WalesminorGTM or Marketing PartnerCharity partnership supporting animal welfare in Wales.
• Part of the Family Dog RescueminorGTM or Marketing PartnerCharity partnership supporting dog rescue operations.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Country Hunter: UK raw pet food brand offering raw complete meals and bones for dogs. Direct competitor in raw feeding format with similar DTC and subscription distribution approach.
• Natures Menu: UK-based raw and natural pet food manufacturer offering raw dog and cat food with a similar BARF-style product mix. Most direct head-to-head competitor to Natural Instinct across DTC, subscription, and stockist channels.
• Wolf Tucker: UK raw pet food brand offering raw meals, bones, and working dog formulas via DTC and stockists. Comparable product mix, target customer (raw feeders), and subscription-oriented operating model.
• Honey's Real Dog Food: UK raw dog food brand selling complete raw meals direct-to-consumer with subscription options. Overlaps directly with Natural Instinct in raw BARF-style formulations and online ordering model.
• Benyfit Natural: UK raw pet food manufacturer offering raw dog and cat food through DTC and stockists. Direct competitor in the BARF/raw complete meal category with similar protein variety and subscription offerings.
• Raw & Natural: UK raw pet food brand providing BARF-style raw meals and bones for dogs and cats. Comparable target customer, product format, and DTC-plus-stockist distribution model.
• Pooch & Mutt: UK natural pet food and supplement brand focusing on health-functional benefits (skin, digestion, joint). Comparable natural-ingredient positioning and UK DTC model, though typically kibble/wet rather than raw.

Broad incumbents

• Lily's Kitchen: UK premium natural pet food brand (owned by Nestlé Purina) offering natural, organic-inspired dog and cat food. Overlaps on 'natural' positioning and UK DTC presence but is broader (cooked formats) and benefits from Nestlé scale.
• Harringtons: UK natural pet food brand (owned by Nestle-owned subsidiary) offering natural dog and cat food at value price points. Competes for the same natural-feeding UK customer but at scale and mainstream retail distribution.
• Forthglade: UK natural pet food brand producing natural wet dog and cat food. Overlaps in the natural/UK/pet-specialty positioning and DTC presence, though focused on cooked rather than raw formats.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/NIrawpetfoods
• Facebookfacebook.com/NIPetfoods

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

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 Natural Instinct