We’ve rated Identity Cat Food on ingredient quality, species-appropriateness, recalls, and more. Read our Identity cat food review to learn how this brand stacks up.
The Cats.com Standard—Rating Identity Cat Food on What Matters
We’ve rated the brand on six key criteria for quality. Here’s how it rates in each of these six crucial areas.
- Species-Appropriateness – 9/10
- Ingredient Quality – 10/10
- Product Variety – 7/10
- Price – 5/10
- Customer Experience – 8/10
- Recall History – 9/10
Overall Score: 8/10
In total, we give Identity Cat food a 48 out of 60 rating or an A- grade.
About Identity Cat Food
Identity Pet Nutrition, LLC was created by Jeremy and Trevar Petersen. These two were the founding members of Wild Calling and Zoic pet food brands. They launched their own brand, Identity, in 2017 with the release of 16 canned pet foods made with sustainably and responsibly sourced ingredients.
When asked about the new brand, Jeremy Peterson said, “It’s our goal to be the leader in what we recognize as an emerging niche within the pet industry by developing a portfolio of responsible, sustainably-sourced, highly nutritious products offering comprehensive health and wellness benefits for companion pets and their owners.”
In addition to using traceable and sustainable ingredients, Identity operates under a transparent business strategy and claims to be committed to customer service.
Sourcing and Manufacturing
Headquartered in Denver, CO, Identity Pet Nutrition, LLC uses both responsibly and sustainably sourced ingredients. The names of some recipes indicate where the primary ingredient comes from. For example, the Persona line uses European rabbit and North American bison or quail.
You can find information about sourcing for the 95% line on the company website. To give you a few examples, Identity sources their free-range beef, turkey, and pork from local farms. Identity uses lamb sourced from New Zealand, Canadian free-range duck, and salmon sustainably sourced from the Atlantic Ocean.
All of Identity’s cat foods are cooked in the can in the brand’s partner kitchens in Canada.
To our knowledge, Identity has not had a product recall to date.
What Kinds of Cat Food Does Identity Offer?
Identity offers a varied selection of pate-style canned cat foods. These products are divided between two product lines: 95% and Persona.
The 95% product line consists of eight recipes, all made with 95% animal protein and broth. Some flavors in this line include free-range turkey, free-range duck, and free-range lamb.
The Persona line contains three recipes, also made with significant inclusions of animal protein and broth. What sets these products apart is that they’re made with novel proteins including bison, rabbit, and quail.
What Do Customers Think Of Identity Cat Food?
Because Identity is a fairly new brand with a limited selection of products, there aren’t many reviews of the company online. None of the three products available on Amazon have any customer ratings and Identity doesn’t post testimonials on their website.
With the limited number of reviews online, I wasn’t able to accurately judge the overall customer experience pet owners have with Identity cat foods. I did, however, find a thread about Identity cat food on TheCatSite.com.
Here are a few comments from users who have tried Identity:
“I have been hunting for a quality cat food. Found Identity. Worth the money: new line rabbit or quail 3-ounce cans. said it is the exact same formula as the dog food 6 ounce cans if you want to get a larger can but In not sure if it has taurine that cats need. Also has a quail with turkey formula. No weird things added in: no gums no seeds that cause toxic exposures or inflammation. It does have coconut oil in it.” – Jojo&Tutu reviewing on TheCatSite
“My picky eater wouldn’t touch this food sadly! Great ingredients and customer service though.” – Mizzely reviewing on TheCatSite
“My cats have tried Turkey and Quail flavors, but they didn’t like it. I mainly got them because I love the design of their cans 🙂 I didn’t see the rabbit flavor though, I would have certainly get it, they love anything rabbit. But I can see agar agar in the ingredient list on the photo? Agar agar causes lose stools in one of my cats if I feed it more than occasionally, just like carrageenan does. Also, I’d be worried that unlike other meats, the rabbit & broth consists only of 80%. The rest are veggies? That’s a lot.” – She’s a Witch reviewing on TheCatSite
What Did Our Test Cats Think?
My cats are big fans of wet food, and they don’t seem to mind the pate texture, though recipes in gravy are really their favorite. I appreciated the fact that all of Identity’s cat foods are made with a single source of animal protein, most of which are novel.
One of my cats, Biscuit, is allergic to chicken and may also be sensitive to turkey. I feed her a rabbit-based diet, so I was really glad to find that Identity had a rabbit recipe.
I purchased the sample variety pack in the small size which contains 11 cans, both the 5.5 ounce and the 3-ounce sizes. Included in this sample pack where all eight recipes in the 95% as well as all three recipes from the Persona line.
My cats were immediately interested when I opened the can (what cat doesn’t come running at the sound of a can opening?). They happily gobbled up the food – they were particularly fond of the more unique flavors like quail and they always love salmon.
The biggest issue with Identity cat food is the price. Ranging from $0.60 to over $1.00 per ounce, it’s simply not practical for most pet owners to use this brand as a staple diet. I will, however, gladly use the rest of the cat food I received as meal toppers.
Identity Cat Food – Top 3 Recipes Reviewed
|Main Protein Source
|Identity 95% Free-Range Heritage Turkey & Turkey Broth Pate Wet Cat Food
|151 kcal per 5.5oz. can
|$0.61 per oz
|Identity Persona 80% European Rabbit & Rabbit Broth Pate Wet Cat Food
|80 kcal per 3oz. can
|$1.11 per oz
|Identity 95% Sustainable Atlantic Salmon & Herring Pate Wet Cat Food
|160 kcal per 5.5oz. can
|$0.61 per oz
How Much Does Identity Cat Food Cost?
Identity cat food from the 95% line is only sold in cases of 24 5.5-ounce cans for 77.99. Cases of Identity Persona cat food come in 24-packs as well, priced at $79.99 but the cans are only 3 ounces.
Identity also offers variety packs of 11 or 22 cans from both the 95% and Persona lines. The small variety pack sells for $39.99 and the large for $77.99.
Cat food in the 95% line contains an average of 140 calories per can, so it would cost you about $4.63 per day to feed a 10-pound cat. The Persona line is a little pricier – these recipes contain an average of 90 kcal per 3-ounce can. It would cost closer to $7.50 per day to feed a 10-pound cat.
Overall, Is Identity Cat Food a Good Choice?
Identity cat food is one of the best cat food brands we’ve reviewed in terms of quality. Their recipes are very species-appropriate, minus a few plant ingredients, and they’re all limited in ingredients. Most of them contain novel sources of protein as well.
Given the fact that Identity uses all sustainable and responsibly sourced ingredients – and the fact that all of their recipes in limited ingredient – it’s no surprise the food comes with a hefty price tag. If you’re able to afford it, it’s a high-quality choice. If it’s out of your price range, you could always consider using it as a food topper.
Also Read: The 5 Best Hypoallergenic Cat Foods
Identity is a particularly good choice for cats with food allergies. There are plenty of novel proteins to choose from, including some unconventional options like bison and quail. If you’ve run out of options for a finicky cat, Identity might be the perfect fit.
Where Is Identity Cat Food Sold?
The best place to buy Identity cat food is through the brand’s website. Here you can purchase individual recipes or buy a variety pack to sample products from both lines. You can make a one-time purchase or save 10% on your order by starting a subscription.
While Identity is based in Denver, CO, their products don’t seem to be available in local pet stores in Colorado. I tested a few other zip codes and found some local and independent pet stores in California, New York City, Seattle, and Chicago. You can also buy a limited selection of Identity cat foods on Amazon.