California-based pet food company Wild Earth has launched its first product for cats: Unicorn Pate, a plant-based, nutritionally complete wet food. The move marks the company’s entry into the cat food market and aims to redefine feline nutrition with a sustainable, vegan alternative.
The new pâté is formulated with ingredients like lentils, potatoes, peas, sweet potatoes, carrots, cranberries, and microalgae. It includes essential nutrients such as taurine, vitamins A and B12, and omega fatty acids. Each 5.5 oz can offers 8.5% crude protein, 4% fat, and 1.5% fiber, meeting the standards set by the Association of American Feed Control Officials (AAFCO).
The product is available through Wild Earth’s website in packs of 12 for $60, with a 30% discount for subscribers.
A Bold Step into Feline Nutrition
CEO and co-founder Ryan Bethencourt described the launch as a milestone for the pet food industry. “Nutritionally complete vegan cat food has been a long time coming,” he said. “We’re proud to lead the way in offering a new kind of nutrition for cats, one that’s better for their health and for the planet.”
Bethencourt first hinted at the product in January, tweeting, “People aren’t ready for us to turn carnivore cats vegan but I’m going to do it.” The company, which rose to prominence after securing a deal with Mark Cuban on Shark Tank, previously introduced plant-based products for dogs, including food, treats, and supplements.
Science-Backed and Environmentally Friendly
The Unicorn Pate is inspired by research from Professor Andrew Knight of the University of Winchester, who has studied vegan diets for pets. One of his studies surveyed more than 1,300 cat owners, showing that plant-based diets may be linked to slightly lower rates of health issues compared to meat-based diets.
While many differences in health outcomes were not statistically significant, vegan-fed cats showed fewer illnesses, fewer vet visits, and lower medication use overall. Wild Earth sees this as supporting evidence that even obligate carnivores can thrive on a well-balanced vegan diet.
According to Bethencourt, the new product not only supports cat health but also reduces the environmental impact of pet food. “Our pets account for 25-30% of meat consumption in the U.S.,” he said. “With products like Unicorn Pate, we can reduce that footprint and improve pet health at the same time.”
Facing Industry Pushback
Bethencourt acknowledged the likely backlash from traditional meat industry players. “We expect aggressive resistance,” he said. “But many cat parents are actively seeking healthier, plant-based, and more sustainable choices. We want to be the leader in giving them that option.”
Wild Earth is also working on cultivated meat for pets, aiming to offer more sustainable protein sources. Other companies in the space, such as Friends & Family Pet Food and Umami Bioworks, are also preparing to launch cultivated pet food products in 2025.
With Unicorn Pate, Wild Earth is betting on a shift in pet owner preferences and hopes to reshape how we feed our furry companions—one can at a time.
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