Untamed, one of Europe’s fastest-growing direct-to-consumer pet food brands, has announced its first supermarket listings in the UK.
Launched online in 2019 and already having delivered more than 50 million tins to cat owners, Untamed is rolling out in Sainsbury’s and Tesco stores, with Co‑op to follow shortly.
Untamed noted that its retail-exclusive range presents a trade-up opportunity for the category, as its products contain 95% real meat, natural broths, and no grains or fillers.
Sainsbury’s, Tesco, and Co-op will list single-tin (75g) SKUs, including Chicken Breast in Gravy, Wild Tuna in Gravy, Chicken Breast in Jelly, and Wild Tuna in Jelly (RRP: £1.40).
Sainsbury’s and Tesco will also list four multipacks (6 x 75g), including Chicken in Gravy Selection Box, Fish in Gravy Selection Box, Chicken in Jelly Selection Box, and Fish in Jelly Selection Box (RRP: £8).
The listings will be supported by marketing activity, including sampling, multimedia advertising, social media, PR and more. In addition, there will also be in-store promotions and shopper offers.
Mike Cutter, Head of Retail at Untamed, commented: “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 DTC 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.”
