A prominent pet food brand in London has attracted notable investment from international backers. This funding round may influence personalized pet nutrition models while addressing evolving consumer needs and sustainability concerns. The move adds a new layer to the competitive landscape of health-focused pet care, stimulating interest among market observers.
Reports from multiple news outlets describe similar financing deals for pet nutrition startups. These accounts note that investments in consumer brands have steadily grown as investors support products based on ingredient transparency and ethical practices. The approach reflects a broader trend where financial backing and consumer insights drive service improvements.
London-based Untamed, specializing in human-grade cat food, secured £10M in Series B funding. The round was led by New York consumer VC firm Coefficient Capital, with participation from Five Seasons Ventures and Redrice. This investment elevates the brand’s total funding to £23M, reinforcing its direct-to-consumer subscription model that now serves over 80,000 UK cats monthly.
Untamed Leads the Human-Grade Pet Food Market
The company collects detailed data through a short online questionnaire, resulting in personalized wet food boxes with portioned, whole-meat meals. The offerings do not include grains or fillers and use only human-grade ingredients. The model focuses on clear ingredient transparency and consistent monthly delivery, catering to the dietary needs of cats.
Investors Support Untamed’s Growth Strategy
A new board member from Coefficient Capital, Andrew Goletka, strengthens the leadership team.
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.
Co-Founder and CEO Marco Pacifici also expressed confidence in the investment.
We are excited to have Coefficient Capital join us on our mission of bringing an ancestrally inspired diet to cats across the UK and beyond!
This capital infusion boosts efforts in product development and market outreach.
Untamed also achieved B Corp status in 2024 and commits 1 per cent of its revenue to environmental causes through 1 per cent for the Planet. Its progression from early-stage rounds in 2020 through a Series A and now Series B funding reflects steady market growth. Serving over 50 million meals reinforces the brand’s dedication to transparent, healthy pet nutrition.
Strong financial backing positions Untamed to refine its subscription service and expand its presence in the competitive pet food sector. The funding round, supported by US and European investors, mirrors a trend toward personalized nutrition and ethical business practices in the industry. Stakeholders may find value in its emphasis on human-grade ingredients, rigorous quality standards, and community-focused initiatives, all of which may influence broader market practices.
