Untamed secures first UK supermarket listings

Direct-to-consumer pet food brand Untamed has secured its first supermarket listings in the UK, with products now available in Sainsbury’s and Tesco stores nationwide and Co-op to follow.

Founded in 2019, the London-based company has delivered more than 50 million tins of cat food across the UK via online channels. 

The new listings mark Untamed’s on-shelf debut and introduce a retail-exclusive range.

Sainsbury’s, Tesco and Co-op will stock 75g single tins with a recommended retail price (RRP) of £1.40, including chicken breast in gravy, wild tuna in gravy, chicken breast in jelly and wild tuna in jelly.

Sainsbury’s and Tesco will also list four multipacks (six x 75g), each priced at £8. Varieties include a chicken in a gravy selection box, a fish in gravy box, a chicken in a jelly box and a fish in a jelly box, featuring blends such as chicken breast with beef and wild tuna with salmon.

According to Untamed, the move offered “a real value trade up opportunity” for the category, highlighting its use of 95% real meat and natural broth with no grains or fillers.

The launch will be backed by a marketing campaign including sampling, multimedia advertising 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 and merchandising teams to make space for a challenger brand like ours to shine on the shelf.

“Seeing Untamed land on the shelves across the country is a huge moment for our team… 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.”