Cat food brand to launch in UK supermarkets

ONE of Europe’s fastest growing ‘direct-to-consumer’ pet‑food brands has announced its first UK supermarket listings.

Untamed, launched online in 2019, has already delivered more than 50 million tins of food to cat owners across the UK and is now being sold in Sainsbury’s and Tesco stores nationwide, with Co‑op to follow shortly.

Untamed products contain 95% real meat and natural broth, with no grains or fillers, and have earned an ‘excellent’ Trustpilot rating from thousands of five‑star reviews.

Sainsbury’s, Tesco and Co-Op will sell single 75g tins in flavours including chicken breast in gravy, wild tuna in gravy, chicken breast in jelly and wild tuna in jelly. Recommended retail price is £1.40 per tin.

Sainsbury’s and Tesco will also stock four multipacks, each containing six 75g tins with a recommended retail price of £8. They are:

• Fish in gravy selection box (2x wild tuna in gravy, 2x ocean-fresh fish in gravy, 1x shrimp topped tuna in gravy, and 1x wild tuna with salmon in gravy).

• Chicken in jelly selection box (2x chicken breast in jelly, 2x chicken breast with duck in jelly, 2x chicken breast with beef in jelly).

• Fish in jelly selection box (2x wild tuna in jelly, 2x ocean-fresh fish in jelly, 1x wild tuna with salmon in jelly, 1x shrimp topped tuna in jelly).

• Chicken in gravy selection box (x2 chicken breast in gravy, x2 chicken breast with ham in gravy, and x2 chicken breast with beef in gravy).

The supermarket link-up will be supported by significant marketing campaign and in-store promotions.

Mike Cutter, head of retail at Untamed said: “We’re delighted to bring Untamed to the shelves of Sainsbury’s, Tesco, and Co-Op.

“Retail is an incredibly competitive space and we’ve loved working with our brilliant buying & merchandising teams to make space for a challenger brand like ours to shine on shelf.

“Seeing Untamed land on the shelves across the country is a huge moment for our team. What began on our founder’s kitchen counters, turned into a ‘direct-to-consumer’ growth story in 2019 and is now rolling out to stores nationwide - and that’s just the beginning.

“We are here with a vision for category growth in pet, bringing brilliant products to market, supported by impactful marketing and meaningful in-store activation to support our retail partners every step of the way.”