Plant-based pet food company Wild Earth has launched Unicorn Pate, its first nutritionally complete vegan cat food. The new product is designed to meet the specific dietary needs of cats without using animal-based ingredients.
Unicorn Pate exceeds standards set by the Association of American Feed Control Officials (AAFCO), which regulates pet food safety and nutrition. The recipe includes ingredients such as lentils, peas, sweet potatoes, and marine microalgae. It also contains added vitamins and minerals to support feline health.
Cats are obligate carnivores, meaning they need certain nutrients that do not naturally occur in plants. One of these is taurine, an essential amino acid that cats cannot produce on their own. Wild Earth says Unicorn Pate is carefully formulated to include all required nutrients, including taurine, without any animal products.
The product follows recent research that supports the health benefits of nutritionally complete vegan diets for cats. A study published last year found that cats on vegan diets saw a 14.9% drop in medication use, a 54.7% decline in the need for therapeutic diets, and fewer serious illnesses and vet visits.
“The pooled evidence to date from our study, and from others in this field, indicates that cats fed nutritionally sound vegan diets are healthier overall than those fed meat-based diets,” said Professor Andrew Knight, one of the study’s authors.
Wild Earth says Unicorn Pate may also be useful for cats with allergies to animal proteins, such as chicken. These cats are often advised to follow plant-based diets. The company hopes to shift the perception of vegan pet food from a last resort to a first-choice option for health-conscious pet owners.
Founded in 2017, Wild Earth focuses on creating sustainable, cruelty-free pet food. The brand gained attention in 2019 when it appeared on Shark Tank and secured investment from entrepreneur Mark Cuban. Initially launching with koji-based dog food, Wild Earth later expanded into a full range of plant- and fungi-based kibble for dogs. In 2023, it partnered with Zeigler’s Distributor to expand its reach in the U.S. Mid-Atlantic region.
CEO Ryan Bethencourt said the new cat food marks a major step forward for the industry. “We’re proud to launch a new category leader,” he said. “Nutritionally complete vegan cat food has been a long time coming. We believe this will transform cat nutrition and support a kinder world for all animals.”
Bethencourt acknowledged potential backlash from the meat industry but said demand for sustainable, plant-based options is growing among pet owners. “We expect aggressive resistance, but many cat parents are looking for healthier and more eco-friendly options,” he said.
Unicorn Pate is now available for purchase through Wild Earth’s official website.
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