DTC catfood challenger Untamed has bagged its first UK supermarket listings, rolling into three major chains.
The brand – which promises “human-grade ingredients you can trust” – is now in Tesco and Sainsbury’s nationwide. Its retail-exclusive range comprises 75g tins of Chicken Breast in Gravy, Wild Tuna in Gravy, Chicken Breast in Jelly, and Wild Tuna in Jelly. There are also Chicken in Gravy Selection Box, Fish in Gravy Selection Box, Chicken in Jelly Selection Box, and Fish in Jelly Selection Box. Prices range from £1.40 to £8.
The 75g tins are set to be available shortly from Co-op.
“This on-shelf debut introduces a retail exclusive range that brings a real value trade-up opportunity for the category,” Untamed claimed. The brand believed “every little predator deserves a meal worthy of its heritage: 95% real meat and natural broth; no grains or fillers”.
The listings will be supported by marketing including nationwide sampling, multimedia advertising, social media and PR. There would also be “exciting and disruptive” in-store promotions and shopper offers, said Untamed. That activity’s aim was “boosting consumer awareness among cat parents and helping to drive sales and repeat purchases across all retailers”.
Untamed’s head of retail, Mike Cutter, added: “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,” he said.
No comments yet