SHE'S A PREDATOR. FEED HER LIKE ONE
The soft thing in the sunbeam shares 95.6% of her DNA with a tiger.
We don't approximate her prey. We rebuild it.
A wild cat eats a whole animal - muscle, organ, bone - in a fixed ratio. Fillers can't fake it.
No grain. No filler. No synthetic rescue. If her body can't use it, it's not in the box.
Numbers shaped like prey.
97% Humanely Raised Chicken with No hormones or growth-promoting antibiotics, 3% Natural Supplements
13.76 % MIN
Protein
Her primary fuel - she runs on it the way you run on carbs.
6.41 % MAX
Fat
Clean animal energy and the source of that dense, glossy coat.
81.9 mg
TAURINE
Almost none - because a carnivore's prey contains none.
103 KCAL
Per 100g
Dense, honest energy. No bulking agents padding the bowl.
Guaranteed minimums, as-fed. High protein, near-zero fibre, high moisture - the macro fingerprint of a mouse, not a muffin.
FEED HER RIGHT. SWITCH HER SLOW.
DAILY RATION BY WEIGHT
3–5% of bodyweight a day for adults. Kittens eat more, split across 3–4 meals. Keep her lean - you should feel ribs, not see them.
Cat weight | Daily amount |
|---|---|
2kg | 60-100g |
3kg | 90-150g |
4kg | 120-200g |
5kg | 150-250g |
6kg | 180-300kg |
THE 10-DAY SWITCH PLAN
KIBBLE ISN'T CAT FOOD.
IT'S CEREAL IN A
MEAT COSTUME.
The average dry food is 30–50% carbohydrate - a macronutrient a cat has almost no biological use for. Cheap plant bulk, baked at high heat, then sprayed with fat and flavour so she'll tolerate it. Here's what the marketing keeps off the front of the bag.
The bag on the shelf
DRY KIBBLE
Carbohydrate | 30–50% |
Moisture | 7–10% |
Taurine | Sprayed on, synthetic |
Processing | Extruded at 120°C+ |
Built for | Shelf life & margin |
VS
What her body ordered
BARF RAW
Carbohydrate | Near zero |
Moisture | ~72%, like prey |
Taurine | In the heart, by nature |
Processing | Never cooked. Blast-frozen. |
Built for | The cat. Full stop. |
She's been surviving on it. She was never designed to thrive on it.
OUR COMMITMENT
No secrets.
No shortcuts. No compromises
Every Ingredient Listed
We list every ingredient on the front of the page - not the back of the pack. We explain why each one is there. If we can't justify it biologically, it doesn't go in. This is not a marketing promise. It is an operational constraint we have held since 2016.
The Happy Cat Promise - Risk-Free
If she doesn't eat her first box, we credit your account in full. No returns, no shipping, no questions. Credit issued to your wallet within 24 hours of your day-3 check-in. It never expires. We built this because we are confident in the food - not because we needed a sales mechanic.
Ingredient List Unchanged in 9 years
We have never substituted a cheaper ingredient to protect margin. We have never added a filler to increase volume. We have never replaced a whole-food nutrient source with a synthetic version. The 78% retention rate is the consequence of that discipline- not a marketing campaign.
Her nose decides. We pay either way.
We won't promise your cat will love it - that's her call, and cats don't take instructions. So we made her refusal free.
01
Start with the sampler
Trial portions across proteins. Find her favourite before committing to a full box. Risk-free.
02
Switch on our map
The 10 day method, warmed and slow. It converts the fussiest kibble addicts more often than not.
03
Refused? Refunded.
The Nine Lives Guarantee: if she rejects the recipes, full credit, no return, no interrogation.
Every Question, Answered Honestly.
SHE'S A PREDATOR.
FEED HER LIKE ONE
The soft thing in the sunbeam shares 95.6% of her DNA with a tiger.
We don't approximate her prey. We rebuild it.
A wild cat eats a whole animal - muscle, organ, bone - in a fixed ratio. Fillers can't fake it.
No grain. No filler. No synthetic rescue. If her body can't use it, it's not in the box.
Numbers shaped like prey.
97% Humanely Raised Chicken with No hormones or growth-promoting antibiotics, 3% Natural Supplements
13.76 % MIN
Protein
Her primary fuel - she runs on it the way you run on carbs.
6.41 % MAX
Fat
Clean animal energy and the source of that dense, glossy coat.
81.9 mg
TAURINE
Almost none - because a carnivore's prey contains none.
103 KCAL
Per 100g
Dense, honest energy. No bulking agents padding the bowl.
Guaranteed minimums, as-fed. High protein, near-zero fibre, high moisture - the macro fingerprint of a mouse, not a muffin.
FEED HER RIGHT. SWITCH HER SLOW.
DAILY RATION BY WEIGHT
3–5% of bodyweight a day for adults. Kittens eat more, split across 3–4 meals. Keep her lean - you should feel ribs, not see them.
Cat weight | Daily amount |
|---|---|
2kg | 60-100g |
3kg | 90-150g |
4kg | 120-200g |
5kg | 150-250g |
6kg | 180-300kg |
THE 10-DAY SWITCH PLAN
KIBBLE ISN'T CAT FOOD.
IT'S CEREAL IN A
MEAT COSTUME.
The average dry food is 30–50% carbohydrate - a macronutrient a cat has almost no biological use for. Cheap plant bulk, baked at high heat, then sprayed with fat and flavour so she'll tolerate it. Here's what the marketing keeps off the front of the bag.
The bag on the shelf
DRY KIBBLE
Carbohydrate | 30–50% |
Moisture | 7–10% |
Taurine | Sprayed on, synthetic |
Processing | Extruded at 120°C+ |
Built for | Shelf life & margin |
VS
What her body ordered
BARF RAW
Carbohydrate | Near zero |
Moisture | ~72%, like prey |
Taurine | In the heart, by nature |
Processing | Never cooked. Blast-frozen. |
Built for | The cat. Full stop. |
She's been surviving on it. She was never designed to thrive on it.
OUR COMMITMENT
No secrets.
No shortcuts. No compromises
Every Ingredient Listed
We list every ingredient on the front of the page - not the back of the pack. We explain why each one is there. If we can't justify it biologically, it doesn't go in. This is not a marketing promise. It is an operational constraint we have held since 2016.
The Happy Cat Promise - Risk-Free
If she doesn't eat her first box, we credit your account in full. No returns, no shipping, no questions. Credit issued to your wallet within 24 hours of your day-3 check-in. It never expires. We built this because we are confident in the food - not because we needed a sales mechanic.
Ingredient List Unchanged in 9 years
We have never substituted a cheaper ingredient to protect margin. We have never added a filler to increase volume. We have never replaced a whole-food nutrient source with a synthetic version. The 78% retention rate is the consequence of that discipline- not a marketing campaign.
Her nose decides. We pay either way.
We won't promise your cat will love it - that's her call, and cats don't take instructions. So we made her refusal free.
01
Start with the sampler
Trial portions across proteins. Find her favourite before committing to a full box. Risk-free.
02
Switch on our map
The 10 day method, warmed and slow. It converts the fussiest kibble addicts more often than not.
03
Refused? Refunded.
The Nine Lives Guarantee: if she rejects the recipes, full credit, no return, no interrogation.