Untamed: The Cat Food Revolution Takes a Giant Leap Forward
April 9, 2025, 3:34 am
Untamed
Total raised: $12.78M
In the bustling world of pet care, a new player is making waves. Untamed, a London-based cat food brand, has just secured €11.6 million in a Series B funding round. This investment is not just a financial boost; it’s a signal that the pet food industry is evolving. Untamed is on a mission to redefine feline nutrition with a focus on “human-grade” quality.
Founded in 2019, Untamed has quickly become a household name for cat owners across the UK. The company delivers “pantry fresh” meals directly to consumers, serving around 80,000 cats each month. Their approach is simple yet revolutionary: high-meat-content meals made from human-grade ingredients. This isn’t just food; it’s a lifestyle choice for discerning pet owners who want the best for their furry companions.
The funding round was led by Coefficient Capital, a New York-based firm known for backing innovative brands like Nom Nom and Oatly. This partnership brings not only capital but also expertise in scaling consumer brands. Alongside Coefficient, French VC firm Five Seasons Ventures and London-based Redrice also contributed, showcasing a strong vote of confidence in Untamed’s vision.
The co-founders, Ben Spicer, Lenny Cordell, and Marco Pacifici, started Untamed after witnessing the positive impact of an ancestrally inspired diet on their own cats. They believe that modern house cats, much like their wild ancestors, are strict carnivores. This philosophy drives their commitment to creating meals that are not only nutritious but also appealing to cats’ natural instincts.
Untamed’s meals are designed to mimic what cats would eat in the wild. The company emphasizes whole meat and protein-rich ingredients, ensuring that every bite is packed with the nutrients cats need to thrive. This focus on quality is part of a larger trend in the pet food industry: the premiumization of pet products. As pet owners increasingly view their pets as family members, they are willing to invest in high-quality food that reflects this bond.
The cat food market in the UK is booming, valued at over €2.3 billion. With approximately 12.5 million pet cats in the country, the potential for growth is enormous. Untamed is well-positioned to capitalize on this trend, especially as consumers become more aware of the importance of nutrition in their pets’ lives.
But Untamed isn’t just about profit. The company achieved B-Corp status in 2024, reflecting its commitment to social and environmental responsibility. They donate 1% of their revenue to environmental causes through the 1% for the Planet initiative. This dedication to sustainability resonates with today’s consumers, who are increasingly looking for brands that align with their values.
Untamed’s business model is also innovative. Cat owners can complete a short questionnaire on the company’s website, providing details about their cat’s age, preferences, and eating habits. This information allows Untamed to create personalized boxes of wet food, perfectly portioned for each cat. The convenience of monthly deliveries means that pet owners can focus on what really matters: spending quality time with their furry friends.
Since its launch, Untamed has served over 50 million meals. This impressive figure speaks volumes about the brand’s popularity and the trust it has built with customers. The company’s success is a testament to the growing demand for high-quality pet food and the shift towards more personalized pet care solutions.
As Untamed prepares to expand its offerings and reach, the new investment will play a crucial role. With Coefficient Capital’s Andrew Goletka joining the board, the company gains valuable insights and strategic guidance. This partnership is expected to accelerate Untamed’s growth trajectory, allowing it to reach more cat owners and their beloved pets.
The future looks bright for Untamed. As the pet food landscape continues to evolve, brands that prioritize quality, sustainability, and customer engagement will thrive. Untamed is not just riding the wave; it’s leading the charge. The company’s commitment to providing cats with the best possible nutrition is a game-changer in an industry ripe for innovation.
In a world where pets are increasingly seen as family members, Untamed is setting a new standard. The company’s focus on human-grade ingredients and ancestral diets is not just a trend; it’s a movement. As more pet owners seek to nourish their cats with the same care they would give to their own diets, Untamed stands ready to meet that demand.
In conclusion, Untamed is more than a cat food brand. It’s a revolution in pet nutrition. With significant funding, a clear mission, and a commitment to quality, Untamed is poised to change the way we think about feeding our feline friends. The journey has just begun, and the possibilities are endless. For cat owners looking to give their pets the best, Untamed is the answer.
Founded in 2019, Untamed has quickly become a household name for cat owners across the UK. The company delivers “pantry fresh” meals directly to consumers, serving around 80,000 cats each month. Their approach is simple yet revolutionary: high-meat-content meals made from human-grade ingredients. This isn’t just food; it’s a lifestyle choice for discerning pet owners who want the best for their furry companions.
The funding round was led by Coefficient Capital, a New York-based firm known for backing innovative brands like Nom Nom and Oatly. This partnership brings not only capital but also expertise in scaling consumer brands. Alongside Coefficient, French VC firm Five Seasons Ventures and London-based Redrice also contributed, showcasing a strong vote of confidence in Untamed’s vision.
The co-founders, Ben Spicer, Lenny Cordell, and Marco Pacifici, started Untamed after witnessing the positive impact of an ancestrally inspired diet on their own cats. They believe that modern house cats, much like their wild ancestors, are strict carnivores. This philosophy drives their commitment to creating meals that are not only nutritious but also appealing to cats’ natural instincts.
Untamed’s meals are designed to mimic what cats would eat in the wild. The company emphasizes whole meat and protein-rich ingredients, ensuring that every bite is packed with the nutrients cats need to thrive. This focus on quality is part of a larger trend in the pet food industry: the premiumization of pet products. As pet owners increasingly view their pets as family members, they are willing to invest in high-quality food that reflects this bond.
The cat food market in the UK is booming, valued at over €2.3 billion. With approximately 12.5 million pet cats in the country, the potential for growth is enormous. Untamed is well-positioned to capitalize on this trend, especially as consumers become more aware of the importance of nutrition in their pets’ lives.
But Untamed isn’t just about profit. The company achieved B-Corp status in 2024, reflecting its commitment to social and environmental responsibility. They donate 1% of their revenue to environmental causes through the 1% for the Planet initiative. This dedication to sustainability resonates with today’s consumers, who are increasingly looking for brands that align with their values.
Untamed’s business model is also innovative. Cat owners can complete a short questionnaire on the company’s website, providing details about their cat’s age, preferences, and eating habits. This information allows Untamed to create personalized boxes of wet food, perfectly portioned for each cat. The convenience of monthly deliveries means that pet owners can focus on what really matters: spending quality time with their furry friends.
Since its launch, Untamed has served over 50 million meals. This impressive figure speaks volumes about the brand’s popularity and the trust it has built with customers. The company’s success is a testament to the growing demand for high-quality pet food and the shift towards more personalized pet care solutions.
As Untamed prepares to expand its offerings and reach, the new investment will play a crucial role. With Coefficient Capital’s Andrew Goletka joining the board, the company gains valuable insights and strategic guidance. This partnership is expected to accelerate Untamed’s growth trajectory, allowing it to reach more cat owners and their beloved pets.
The future looks bright for Untamed. As the pet food landscape continues to evolve, brands that prioritize quality, sustainability, and customer engagement will thrive. Untamed is not just riding the wave; it’s leading the charge. The company’s commitment to providing cats with the best possible nutrition is a game-changer in an industry ripe for innovation.
In a world where pets are increasingly seen as family members, Untamed is setting a new standard. The company’s focus on human-grade ingredients and ancestral diets is not just a trend; it’s a movement. As more pet owners seek to nourish their cats with the same care they would give to their own diets, Untamed stands ready to meet that demand.
In conclusion, Untamed is more than a cat food brand. It’s a revolution in pet nutrition. With significant funding, a clear mission, and a commitment to quality, Untamed is poised to change the way we think about feeding our feline friends. The journey has just begun, and the possibilities are endless. For cat owners looking to give their pets the best, Untamed is the answer.