A complaint against Untamed Cat Food, which claimed in a social media post to have uncovered ‘THE WORST PET FOOD YOU WILL FIND IN THE SUPERMARKET’, has been upheld by an advertising watchdog.
The Advertising Standards Authority were approached by a complainant after a post on Untamed Cat Food’s own Instagram account, seen on 28 September 2025, featured a presenter walking down a supermarket aisle. The presenter said: “In 10 seconds I’m going to tell you the worst cat food you will find in the supermarket.”
She held up three different cat food products with varying degrees of blurring to the text and images. Referring to the first product she said: “If you see ‘rich in’ that means there’s a minimum of 14% meat in the product, that’s certainly not ‘rich.”
Referring to the second product she said: “If you see ‘with’ that means there’s a minimum of 4% meat in the product.”
Referring to the third product she said: “And if you see the word ‘flavour’ that means there doesn’t have to be any of this ingredient in the product whatsoever.”
The complainant challenged whether the following claims were misleading:
- “the worst pet food you will find in the supermarket”
- the claims relating to the percentages of meat in other products
- “the common problem with all these brands is they don’t even come close to the 100% whole meat nutrition that your cat needs”
The ASA concluded that the claims by Untamed Cat Food were likely to mislead, and instructed the company that the ad must not appear again in its original form.
The full ASA ruling can be viewed by clicking here
