Untamed is a direct-to-consumer subscription cat food brand that delivers pantry fresh food to 80,000 cats monthly across the UK. Untamed makes high-meat-content meals with human-grade ingredients that are easy to serve and fussy cat-approved! No nasties, no grains, no fillers.

Marco Pacifici, Co-Founder and CEO, says: “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!”

With approximately 12.5 million pet cats in the UK and 29% of all households having a cat, the market is significant and growing fast. This is largely driven by the premiumisation of pet food and the humanisation of pets in households. Across the UK and EU, the cat food market is worth over £2 billion and £10 billion respectively, representing a huge opportunity for the company.

The round's investment was led by a new cap table member, New York-based Coefficient Capital, which has backed the likes of Nom Nom (sold to Mars in 2022), Zoe, Koro, Oatly, and Just Spices. French VC firm Five Seasons Ventures, which has invested in Butternut Box, Yfoods, Air-up and many others, contributed to the round, having backed Untamed at Series A stage. London-based Redrice also backed Untamed at Series A and returns with investment in the latest funding round. Redrice also backs Spacegoods and Winedrops, among others.

Andrew Goletka, Managing Partner, Coefficient Capital, says: "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.”

As part of the investment, Untamed gains a new board member, Coefficient Capital’s Andrew Goletka.

Co-founders Ben Spicer, Lenny Cordell and Marco Pacifici started Untamed five years ago after personally experiencing the significance of an ancestrally inspired diet to a cat’s wellbeing. This meant focusing on whole meat, protein-rich meals.

The core beliefs being that cats were never truly tamed, that they haven’t changed much in the last few thousand years and neither has their preferred diet. Like their ancestors, or lions and tigers today, modern house cats are strict carnivores. Untamed makes food that cats go wild for and that allows them to thrive.

Since launch, Untamed has served over 50 million meals.

The company achieved B-Corp status in 2024 and donates 1% of its revenue to environmental causes through its 1% for the planet commitment.

For more startup news, check out the other articles on the website, and subscribe to the magazine for free. Listen to The Cereal Entrepreneur podcast for more interviews with entrepreneurs and big-hitters in the startup ecosystem.