Traditional cat foods rely heavily on meat derivatives, grains, and vegetable proteins —ingredients poorly suited to cats’ obligate carnivore physiology. These components can cause digestive issues, obesity, and nutrient deficiencies. Untamed, a UK-based cat food company, tackles these critical flaws in the commercial pet food market by offering high-quality, species-appropriate nutrition tailored to cats’ biological needs.
London-based Untamed has secured £10 million in Series B funding to expand its brand offering and global reach. This round brings the total funding to £23M, though the valuation was not disclosed to TFN.
New York-based Coefficient Capital leads this investment round as a new cap table member, having previously backed Nom Nom (sold to Mars in 2022), Zoe, Koro, Oatly, and Just Spices. French VC firm Five Seasons Ventures, an existing investor from Series A and backer of Butternut Box, Yfoods, and Air-up, contributed to the round. London-based Redrice, which also backs Spacegoods and Winedrops, returned with additional investment after their initial Series A support.
Speaking exclusively to TFN, Marco Pacifici, Co-Founder and CEO of Untamed, said: “We plan to use the capital to double down on our DTC success, expand into retail, and, in time, expand into new geographies.”
Untamed intends to use this funding to enhance its direct-to-consumer (DTC) subscription service, expand into retail channels, and launch internationally in new markets. The UK cat food market is valued at over £2 billion, while the EU market surpasses £10 billion. This growth is fueled by trends such as the premiumisation of pet food and the humanisation of pets, which present significant growth potential. Furthermore, the cat food market is expected to increase from $37 billion in 2024 to $49.8 billion by 2033.
Delivering fresh food to 80,000 cats monthly across the UK
Founded in 2019 by Benjamin Spicer (Oxford University alumnus with Morgan Stanley and ECO Capacity Exchange Ltd experience), Marco Pacifici (six years at Morgan Stanley), and Lenny Cordell (formerly with Royal Bank of Scotland and ECO Capacity Exchange Ltd), the brand emerged from a personal cat health crisis. It has since become a leader in premium feline nutrition, effectively addressing issues of ingredient quality, allergenic formulations, and individual dietary needs.
“In 2019, Ben had a cat-astrophe. Sian got sick, really sick. For months, Ben tried everything the vets recommended, but nothing worked. Eventually, a family friend who worked as a pet nutritionist suggested we ditch Sian’s big brand cat food in favor of a human-grade, whole meat diet. The results were incredible — Sian didn’t just recover, he was healthier, his coat was smoother, and even his poop looked better!”
Traditional cat foods often rely on meat derivatives, grains, and vegetable proteins, which poorly suit cats’ obligate carnivore physiology. These ingredients can lead to digestive issues, obesity, and nutrient deficiencies. Untamed’s analysis reveals that many mainstream brands use fillers like cereals and plant-based proteins to reduce costs, compromising nutritional value.
Moreover, cats frequently develop allergies to common proteins (e.g., beef, dairy) and additives in commercial foods, manifesting as skin irritations, gastrointestinal distress, and chronic inflammation. While hypoallergenic options exist in the market, they often lack palatability or use hydrolyzed proteins that may not fully address sensitivity issues. Untamed’s single-source protein meals, such as Chocka Chicken and Tuck-In Tuna, eliminate cross-contamination risks and reduce allergen exposure while maintaining taste appeal.
Since its launch, Untamed has served over 50 million meals. The company achieved B Corp certification in 2024, cementing its position as an ethical leader in the pet food industry. Through its “1% for the Planet” commitment, the company donates 1% of its revenue to environmental causes globally. Untamed has also earned Ethical Accreditation from The Good Shopping Guide for its cruelty-free practices and eco-conscious packaging.
Behind Untamed: Commitment to exclusively using the freshest, human-grade whole meats.
Untamed is a direct-to-consumer subscription cat food brand delivering pantry-fresh food to 80,000 cats monthly across the UK. It produces high-meat-content meals with human-grade ingredients that are easy to serve and fussy cat-approved—no nasties, no grains, no fillers.
Their recipes contain 50–63% whole meat, avoiding derivatives, sugars, and artificial additives. This approach aligns with cats’ natural dietary needs, promoting lean muscle development, healthy coats, and efficient digestion. Customers report fewer hairballs, better stool consistency, and improved skin conditions within weeks of transitioning. The omega-3 fatty acids from fish oils further support immune health and enhance coat quality.
Pacifici told us: “What makes Untamed special is its commitment to exclusively using the freshest, human-grade whole meats—the exact amount of meat cats would track down on the open plains and bother on farmyards. Protein-rich and packed with all the nutrition cats need.
Cat owners complete a brief questionnaire on the company’s website, providing information about their cat’s age, food preferences, and eating habits. This helps Untamed create personalised boxes of wet food perfectly portioned for each cat. Untamed then delivers monthly boxes of delicious, shelf-stable, whole-meat meals to customers’ doors, helping cats live happier and healthier lives.”
Andrew Goletka, Managing Partner at Coefficient Capital, said, “Untamed is redefining what it means to care for our pets—combining science, passion, and purpose in a way that truly resonates with today’s consumer. We’re excited to help scale their vision and build a category-defining brand in the years ahead.”
Pacifici concluded: “Our job is to elevate the quality of food that cats eat day to day. We take market share from the market as it exists today with no real breakdown from any one competitor.”
Untamed addresses systemic failures in the pet food industry by aligning products with cats’ evolutionary needs. The brand sets a new benchmark for feline health through rigorous ingredient standards, hypoallergenic innovation, and personalised delivery, proving that commercial success can coexist with uncompromising nutritional ethics.
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