AATU

AATU was founded on the principle that dog’s and wolves derive from a common ancestor, and that dogs were “meat eaters”. AATU dry and wet dog food was launched in 2014, with its dry food being the first single-source, 80/20 diet in the market in the UK. In 2015, the range was extended to include dry and wet cat food.

AATU target customer

Consumers believing in ancestral pet feeding
Owners looking for a grain-free, high quality, super-premium pet food diet.
Existing raw feeders looking for a more cost effective, convenient alternative with the same feeding principles.
Owners wanting pet food with ultra-high animal protein

Ten years on, the brand remains true to its mission of providing grain-free, super-premium pet food, made with the finest raw ingredients and high content animal protein. Dry dog recipes contain a minimum of 80% meat, poultry or fish, enriched with 20% of Superfood Blend™, a signature mix of vegetables, fruits and superfoods, and cooked using a unique Low and Slow™ cooking method.

The AATU range includes dog and cat food, both offering dry and wet complete meals. The range is flavour led with recipes including quality cuts of Chicken, Salmon, Duck, Turkey, Pork & Wild Boar, Tuna & Salmon, Angus Beef, and Chicken & Pheasant.

AATU Superfood Blend™

AATU Superfood Blend™ is a signature mix of highly nutritious vegetables, fruits, herbs, spices and botanicals, including many powerful superfoods designed to support a pet’s overall well-being. The blend is carefully tailored to each product, with dry dog food containing 20%, wet dog food 10%, dry cat food 15%, and wet cat food 3%.

This unique blend, developed and calibrated by nutritionists contains:

Highly beneficial vegetables – carrot, sweet potato, tomato, green peas, chickpeas, yucca, chicory and tapioca.
Powerful fruits – orange, blueberry, cranberry, pear, bilberry, cowberry, apple and mulberry.
Wellness supporting herbs and spices– parsley, peppermint, spirulina, seaweed, oregano, sage, marjoram and thyme.
Super botanicals - nettle, rosehip, chamomile, marigold, aniseed, fenugreek, cinnamon and lucerne.

AATU Low and Slow™

Each expertly formulated and crafted recipe is cooked using a unique Low and Slow™ method, locking in the freshness and flavour whilst ensuring pets can absorb the nutrient they need, as well as reducing the impactful of any harmful bacteria. The food is then covered in a uniquely formulated, natural and highly palatable coating made using raw ingredients in their purest form.

Key Selling Points

Up to 97% high quality animal protein balance with l a signature Superfood Blend™
Grain free recipes to support pets with sensitivities
Pre and probiotics to support a pets natural and healthy gut microbiome
Cooked Low and Slow™ to lock in freshness and flavour, whilst ensuring pets can absorb the nutrients they need
Covered in expertly developed coating made using l raw ingredients in their purest form
Brings together the ease of dry food with the benefits of a raw diet

New Packaging Design

Following customer feedback, during 2025 the AATU brand is rolling out improved product packaging, with clearer on pack product benefits and positioning and a more premium, sleek feel.