Untamed Cat food

The company operates on a direct-to-consumer (DTC) subscription model, delivering personalized boxes of cat food directly to customers' doors. This model serves approximately 80,000 cats monthly across the UK. Revenue is generated through these recurring subscriptions. The business targets the growing market of cat owners who are increasingly viewing their pets as family members and are willing to invest in higher-quality food, a trend known as the 'humanisation' of pets. Clients begin by completing an online questionnaire about their cat's age, preferences, and health, which Untamed uses to create tailored, portion-controlled meal plans.

Untamed’s core product is wet cat food made with human-grade, whole-meat ingredients, such as tuna steak, salmon fillet, and chicken breast. Their recipes contain 50-63% whole meat and are gently steam-cooked to preserve nutrients. The products are formulated to be high in protein and free from grains, sugars, animal derivatives, and artificial additives. The company offers various recipes in both gravy and jelly formats to cater to different feline preferences. Some formulas, like 'Chocka Chicken' and 'Tuck-In Tuna', are single-source protein meals designed for cats with allergies or sensitivities. The firm has achieved B Corp certification in 2024 and commits 1% of its revenue to environmental causes. With total funding reaching £23 million after a £10 million Series B round, the company plans to expand into traditional retail channels and international markets.