UK-based premium cat food startup Untamed has secured £10 million in Series B funding to accelerate its expansion. Scale its direct-to-consumer (DTC) model, and expand internationally. This new round brings Untamed’s total funding to £23 million, though its valuation remains undisclosed.
Led by Coefficient Capital — known for backing brands like Nom Nom, Oatly, and Zoe. The round also includes returning investors Five Seasons Ventures and Redrice, both of whom supported Untamed’s Series A.
Speaking to TFN, Co-Founder and CEO Marco Pacifici outlined the brand’s growth vision: “We plan to double down on our DTC success, expand into retail, and, in time, move into new geographies.”
Founded in 2019, Untamed delivers high-meat-content, human-grade meals designed for cats’ biological needs. Unlike traditional cat foods, which often rely on meat derivatives, grains, and vegetable proteins. Untamed’s recipes use up to 63% whole meat, eliminating fillers, grains, and artificial additives. The result is a species-appropriate diet that promotes lean muscle growth, healthy digestion, and visible health improvements. Including better coat quality and reduced allergies.
Untamed was born from a personal challenge. Co-founder Benjamin Spicer’s cat, Sian, fell gravely ill in 2019. When conventional treatments failed, a family friend — also a pet nutritionist — suggested switching to a human-grade, whole meat diet. The transformation was dramatic: Sian’s health rebounded, and his coat, energy levels, and digestion visibly improved.
This experience prompted Spicer, Pacifici, and co-founder Lenny Cordell to build a better alternative to commercial cat food. Using their combined experience at Morgan Stanley, Royal Bank of Scotland, and ECO Capacity Exchange to launch Untamed.
Today, the brand delivers to over 80,000 cats monthly across the UK. Offering a flexible subscription model based on a quick online questionnaire about each cat’s age, habits, and preferences. Customers receive personalised boxes of shelf-stable wet food tailored to their cat’s nutritional needs.
The UK cat food market, valued at over £2 billion, is seeing rapid growth thanks to the rise of premiumisation and the humanisation of pets. These trends are expected to drive global cat food market value from $37 billion in 2024 to nearly $50 billion by 2033.
Untamed is tapping into this shift by creating food that meets cats’ evolutionary biology. While appealing to owners who demand clean labels, ethical sourcing, and transparency. Its products offer single-source proteins like “Chocka Chicken” and “Tuck-In Tuna” to eliminate allergen cross-contamination, reduce digestive issues, and cater to cats with sensitivities.
Untamed achieved B Corp certification in 2024, solidifying its commitment to ethical business. It donates 1% of revenue to global environmental causes through its “1% for the Planet” pledge and holds Ethical Accreditation from The Good Shopping Guide for its cruelty-free policies and sustainable packaging.
“Untamed is special because we use only the freshest, human-grade whole meats — the kind of protein cats would naturally hunt in the wild,” Pacifici explained. “Our recipes don’t just feed cats — they help them thrive.”
Andrew Goletka, Managing Partner at Coefficient Capital, added, “Untamed is redefining what it means to care for our pets. Their blend of science, passion, and purpose positions them as a category-defining brand.”
With over 50 million meals served, Untamed is establishing itself as a disruptor in a pet food industry still reliant on outdated, cost-cutting ingredients. By centering product development on biologically appropriate nutrition, the brand avoids the compromises of many hypoallergenic or “premium” offerings that fall short on quality or palatability.
Pacifici concluded: “Our job is to elevate the day-to-day food cats eat. We’re not just taking market share from a single competitor — we’re challenging the system that normalized poor-quality nutrition.”
Untamed is proving that commercial success can go hand in hand with uncompromising ethical and nutritional standards, creating a blueprint for the future of pet food.
