London-based Untamed, a premium direct-to-consumer cat food brand, has raised £10 million in Series B funding to fuel its retail expansion and global ambitions. With this latest round—led by Coefficient Capital and joined by Five Seasons Ventures and Redrice—the company’s total funding now stands at £23 million.
Untamed was founded to challenge the systemic shortcomings of traditional pet food, especially formulas that rely heavily on grains, fillers, and meat byproducts ill-suited for cats’ carnivorous biology. Instead, the brand offers human-grade, high-meat wet food specifically tailored to feline nutritional needs.
“This funding allows us to double down on our direct-to-consumer success, grow into retail, and eventually expand internationally,” said Marco Pacifici, Co-founder and CEO.
Reinventing What Cats Eat
Founded in 2019 by Marco Pacifici, Benjamin Spicer, and Lenny Cordell, Untamed emerged after Spicer’s cat Sian experienced a health crisis. When traditional treatments failed, a switch to a whole meat diet made all the difference—prompting the trio to create a science-backed, vet-informed alternative to conventional pet food.
Untamed’s recipes contain 50–63% real meat, excluding sugar, grains, and artificial additives. Meals like Chocka Chicken and Tuck-In Tuna are single-source protein formulas designed to eliminate allergens and digestive issues commonly caused by commercial cat food.
Today, the brand delivers fresh, shelf-stable meals to 80,000 cats monthly across the UK and has served more than 50 million meals since launch.
Advertisement
Scaling an Ethical Pet Food Leader
Untamed was certified as a B Corp in 2024 and donates 1% of its revenue to environmental causes through its “1% for the Planet” commitment. It has also earned Ethical Accreditation from The Good Shopping Guide for its cruelty-free practices and eco-friendly packaging.
With the UK cat food market valued at over £2 billion, and the EU market surpassing £10 billion, Untamed is poised to grow with market trends like premiumisation and the humanisation of pets. Globally, the cat food market is projected to grow from $37 billion in 2024 to $49.8 billion by 2033.
“We’re not trying to beat any one competitor—we’re redefining the entire category,” said Pacifici.
A Personalised, Science-Backed Experience
Cat owners begin their Untamed journey by completing a quick questionnaire to personalise a food plan tailored to their pet’s age, preferences, and health concerns. Meals are delivered monthly, offering portion-controlled nutrition backed by science—and approved by even the fussiest felines.
Customers report noticeable improvements within weeks, including fewer hairballs, healthier coats, improved digestion, and better energy levels.
“Untamed is setting a new gold standard in feline nutrition,” said Andrew Goletka, Managing Partner at Coefficient Capital. “They’re combining science, ethics, and convenience in a way that deeply resonates with modern pet owners.”
Looking Ahead
Untamed’s next steps include expanding its DTC infrastructure, launching into retail, and entering new international markets. With its combination of transparency, nutritional integrity, and customer-centric delivery, Untamed is aiming to lead the next generation of ethical, performance-driven pet food brands—one satisfied cat at a time.
