Identity describes its rabbit pate as having a “high meat content” and adorns its label with 80%. A reasonable consumer would conclude that it’s a high protein food to feed their obligate carnivore cat. But if you navigate the site to the difficult to use nutrition spreadsheet and calculate the metabolized energy in the so-called 80% rabbit, you’ll get a different story. The “high meat” food is only 28.6% protein as measured by metabolized energy. This is very low for a cat and likely the reason why Identity doesn’t make it easy to find nutrition information.

quality, human-grade ingredients to support our aging kitty!

Cats love it!

Thanks for making such good food for animals.

Great quality dog food. Shipping made easy with recurring shipment. My dog loves the food!

Shipping is ok

It’s so hard to find good quality food and I’m so glad I have discovered Identity. It meets all my standards and it’s such an easy process with thawing the food and serving it.

My dog eats everything in his dish and licks the bowl clean. Fast shipping, responsive customer service.

Both of my cats like it so far. One of my cats meows at me like crazy when I open the can of Identity pork. She likes the duck but loves the pork.

Fast, accurate shipping and good food!

I have picky eaters, but they always like the Identity wet food!

My pets love Identity pet food. They ate it right away with no hesitation. I would highly recommend giving this brand a try.

So far, after testing 4 or 5 sample cans, it seems my picky cat is very happy with the Identity flavors. She finishes her meals in less time (used to take hours), has great energy, and seems more content. Happy cat = Happy Owner🙂

Shipping is efficient and cans have not arrive dented.

We've been searching for a pet food that does not contain a bunch of additives that we felt were junk and various ingredients our cats are allergic to. This company has done it, and done it right! We originally tried the variety pack to find the right fit for our gang.

My girl loves your food. She doesn't have a picky bone in her body!! But I only feed the best. Keep up the good work

Purchasing was easy and delivery was one time :)

My mixed breed dog LOVES her new food. Her eyes are bigger when I feed her in anticipation of her lamb meal. Since changing her food to this I've also noticed she has more ease in pooping.

My cat is diabetic and has kidney disease, so he needs food that's low in carbs AND low in phosphorus. Identity checks off both boxes, AND it's extremely high-quality food with no fillers, AND my cat loves the taste! Win-win-win!

Our kitty absolutely loves this food! She practically knocks me over when I open a new can. We haven’t tried all the flavors yet, but so far it’s been a win!