Instinct is a pet food brand that specializes in raw recipes for cats and dogs. It provides a variety of ways for pet parents to add raw to their pet’s routine, including raw meals, kibble boosted with raw, raw toppers, and more. Instinct wants pet parents to know that raw diets don’t have to be all or nothing for their felines to reap the benefits. There’s something for everyone, whether your cat has been eating raw for years or you just want to enhance their meals.

So, is Instinct the right food for your cat? In this guide, we’ll take a look at the brand’s products, pros and cons, history, and more to help you decide. There’s a lot to cover so let’s dive right in!

Instinct offers a wide array of products for cats in different stages of the raw journey. Let’s see what they are!

Instinct’s frozen raw cat foods are the brand’s purest form of raw meals. Minimally processed and never cooked, these recipes are made with responsibly sourced animal proteins such as chicken, beef, cod, rabbit, and pollock. 

They also include non-GMO fruits and vegetables like carrots, apples, butternut squash, blueberries, and spinach, as well as vitamins and minerals like vitamin D, vitamin E, thiamine, zinc, and calcium. These complete and balanced meals are then frozen for peak nutrition and maximum freshness.  

Frozen raw meals come in two sub-ranges: Instinct Raw and Instinct Raw Longevity. Instinct Raw is marketed as a cost-effective raw solution that provides all the essentials your cat needs to thrive, while Instinct Raw Longevity comprises the brand’s most advanced raw recipes, optimized for every life stage. The latter is exclusively available at neighborhood pet stores. 

Instinct Raw and Instinct Raw Longevity contain similar protein and fat contents. Instinct Raw Adult Chicken has 40% protein* and 30% fat*, compared to Instinct Raw Longevity Adult Chicken which consists of 46.4% protein* and 28.5% fat*.

*as dry matter

Instinct Raw:

Instinct Raw Longevity:

Instinct freeze-dried raw cat foods are the shelf-stable versions of its frozen raw meals. Unlike the frozen variants that need to be kept in the freezer, these can be stored in the pantry for convenience. No need to thaw first either; freeze-dried raw foods can be served like kibble, either straight from the bag or with a bit of water for extra moisture. 

Just like frozen raw meals, freeze-dried raw meals are made with real, natural ingredients that are minimally processed and uncooked. In addition to responsibly sourced meat and fish and non-GMO fruits and veggies, these recipes contain omega 3 and 6 fatty acids for skin and coat health, probiotics for gut health, and taurine for heart health. Freeze-dried raw meals also come in two sub-ranges: Instinct Raw and Instinct Raw Longevity. 

Instinct Freeze-Dried Raw cat foods include similar protein levels to Instinct Frozen Raw recipes, but are higher in fat. Instinct Freeze-Dried Raw Longevity Adult Chicken contains 46.8 protein as dry matter and 34% fat as dry matter. 

Instinct Raw:

Instinct Raw Longevity:

Instinct’s raw + kibble products put high-protein kibble and freeze-dried raw pieces together in one bag. These blends are “purrfect” for cats who are transitioning to fully raw or prefer to eat both raw and cooked. Raw + kibble meals come in two sub-ranges: Instinct Raw Boost Kibble and Instinct Raw Longevity 20% Freeze-Dried Raw Meal Blend.

The original kibble boosted with raw, Instinct Raw Boost Kibble supports digestive, skin and coat, and immune health with probiotics and more omegas and antioxidants than Instinct Original. All raw + kibble recipes start with chicken, salmon, or rabbit as the first ingredient. 

Instinct Raw + Kibble All Life Stages Chicken cat food contains high protein (50.6% as dry matter) and above average fat (27.1% as dry matter) compared to standard dry cat foods. 

Instinct’s natural kibble options cater to a variety of diets, including grain-free, grain-inclusive, and limited ingredient. These protein-packed recipes are made with responsibly sourced meat, poultry, or fish, and each piece of kibble is coated with freeze-dried raw for added nutrition and flavor. Raw coated kibble comes in three sub-ranges: Instinct Original Kibble, Instinct Limited Ingredient Diet Kibble, and Instinct Ultimate Protein Kibble.

Instinct Original Kibble contains 81% real animal ingredients and nutritious oils and 19% fruits, vegetables, and other healthy ingredients. Designed for pets with food sensitivities, Instinct Limited Ingredient Diet Kibble recipes consist of only one animal protein and one vegetable each. Compared to other premium natural cat food brands, Instinct Ultimate Protein Kibble boasts the highest levels of protein from real meat (90-95%) and unmatched digestibility. 

Instinct Raw Coated Kibble is lower in protein and fat than Instinct Raw + Kibble. Instinct Original Kibble All Life Stages Chicken consists of 45% protein as dry matter and 23% fat as dry matter. 

Instinct Original Kibble:

Instinct Limited Ingredient Diet Kibble:

Instinct Ultimate Protein Kibble:

Comprising nearly two dozen flavors, Instinct’s high-protein wet food line is inspired by raw. With many different textures and recipes, these products add variety, protein, and hydration to your cat’s meals. Instinct wet cat foods come in five sub-ranges: Instinct Original Wet, Instinct Limited Ingredient Diet Wet & Pouches, Instinct Minced Cups, Instinct Ultimate Protein Wet & Pouches, and Instinct Healthy Cravings Pouches.

Instinct Original recipes are high animal protein recipes presented in a delicious pâté, while Flaked recipes offer whole ingredients your cat can see. Instinct Limited Ingredient Diet is made with only one animal protein and one vegetable to accommodate cats with food sensitivities. The cans are complete and balanced meals that have a loaf texture, while the pouches are meal complements that contain cuts of real meat in gravy. 

Instinct Ultimate Protein is crafted for kitties with high-protein needs and come in cans and pouches as well. Instinct Minced Cups have a minced texture where you can see cuts of real meat in gravy with whole food ingredients. Instinct Healthy Cravings is used as a mixer or topper to add taste and moisture to meals. 

 

Instinct wet cat foods vary greatly in protein and fat percentages, but some recipes can be a little high in fat. Instinct Original Wet All Life Stages Chicken has an above average protein (45.4% as dry matter) and high fat (38.6% as dry matter) contents compared to the average wet cat foods. 

Instinct Original Wet:

Instinct Flaked:

Instinct Limited Ingredient Diet Wet & Pouches:

Instinct Minced Cups:

Instinct Ultimate Protein Wet & Pouches:

Instinct Healthy Cravings Pouches:

Toppers are an easy way to add raw to any meal. Just like its complete meals, Instinct’s raw toppers are chock-full of protein and made with real meat and organs and non-GMO fruits and vegetables. Available in freeze-dried raw bites and powder form, raw toppers come in four sub-ranges: Instinct Raw Boost Shakers, Instinct Raw Boost Mixers, Instinct Raw Boost Functional Mixers, and Instinct Raw Boost Multivitamin Mixers. 

Instinct Raw Boost Shakers can be sprinkled on dry or combined with water to make a tasty gravy. Instinct Raw Boost Mixers are freeze-dried raw pieces protein-packed with real meat; the Functional variants include functional ingredients to support digestive or skin and coat health, while the Multivitamin variants are enriched with key vitamins and minerals to help adult and senior cats thrive.

Instinct Raw Boost Shakers:

Instinct Raw Boost Mixers:

Instinct Raw Boost Functional Mixers:

Instinct Raw Boost Multivitamin Mixers:

Here are some of the reasons why we like Instinct cat food!

Instinct has something for every cat no matter where they are on their raw journey. Its range of products caters to different diets, lifestyles, preferences, and life stages. Whether you have a kitten, adult, or senior who needs a fully raw, partly raw, cooked, grain-free, whole grain, or limited ingredient option, Instinct has it.

Instinct’s nutritional philosophy is to source the safest and most nutritious ingredients possible. The brand prides itself on being very stringent with sourcing. All domestic ingredients come from USDA-inspected facilities and imported ingredients meet USDA requirements. Recipes do not contain any filler, by-product, artificial colors, or artificial preservatives as well.

Dr. Georgia Jeremiah, pet nutrition expert and one of Wag!’s veterinary consultants, personally recommends Instinct to her clients. She says, “Instinct cat food offers a species-appropriate diet with high protein content and real meat as the primary ingredient. With grain-free recipes and those free from artificial preservatives, colors, and flavors, Instinct provides options that are suitable for cats with digestive sensitivities. However, some recipes may have higher fat or carbohydrate levels and are relatively more expensive than comparable brands.”

Instinct has the best safety procedures in the industry and is Safe Quality Food (SQF) certified in both food safety and quality. SQF certification is not a requirement in the pet food industry. Additionally, Instinct’s raw food is cold-pressured to ensure it is free of pathogens and all food is tested by an external lab before it leaves the manufacturing facilities. 

Instinct has been a member of the Pet Sustainability Coalition (PSC) since 2020. Dedicated to creating a more sustainable pet industry, PSC is helping companies like Instinct evaluate its business practices and improve its overall environmental and social impact.

Here are a few things to consider before buying Instinct cat food.

Some pet parents have reported that their cats turned up their noses at certain variants, so you may have to try a few different products before finding something your cat likes. 

Because Instinct is made with quality ingredients, you can expect it to be on the pricey side. For example, a 9.5-ounce bag of Freeze-Dried Adult Chicken costs $23.99, which works out to $2.53 per ounce.

The raw pieces are too big for some cats and won’t fit in an automatic feeder. Pet parents had to cut or break the pellets one by one, which is very time consuming.

“We both work crazy hours, so we don’t have the most time to prep raw food, and ordering it pre-made it crazy expensive. This was the least expensive, nutritious, and laziest way for us to give our babies the good nutrients they need.”

“I had initial concerns about whether my cat would take to this product, but those worries quickly dissipated once I introduced it. To my delight, my finicky feline absolutely loves it. Now, he not only eagerly consumes it but also expresses his displeasure if I forget to serve him some. It's become a must-have in his daily routine, and I'm thrilled to have found a product that has earned his enthusiastic approval.”

“I have 4 cats and I was looking for a healthier option for them. One of my cats has asthma. They all seem to enjoy this food. I sprinkle it beside their wet food and they gobble it up.. Happy cat mom.”

Read more reviews on Chewy.

Instinct, formerly Nature’s Variety, began as a small pet food company in Lincoln, Nebraska in 2001. It was founded by Bob Milligan, who had experience in pork production and pet food manufacturing. Initially only available at independent pet stores, Nature’s Variety products became available online and at big-box pet stores some years later. 

In 2016, Nature’s Variety was acquired by Agrolimen. A consumer goods group based in Barcelona, Spain, Agrolimen has leading brands in the food, pet food, and quick service industries. Instinct continues to operate as an independent company, with headquarters in St. Louis, Missouri and manufacturing operations in Lincoln, Nebraska.

Instinct cat food has been recalled twice as of March 2025.

In February 2010, Nature’s Variety issued a voluntary recall of its Chicken Formula Raw Frozen Diet for dogs and cats due to possible Salmonella contamination. No illnesses were reported, and pet parents were advised to return or dispose of the product and bring their receipt to their local retailer for a refund or replacement. In March 2010, the recall was expanded to include additional batches.

In February 2013, Nature’s Variety issued a voluntary recall of one batch of its Raw Organic Chicken Formula for dogs and cats due to pieces of clear plastic being found in some bags. Pet parents were advised to stop feeding the product and return it in its original packaging or bring a proof of purchase to their retailer for a refund or replacement. 

There have been other recalls affecting just the brand’s dog foods. For details, see Instinct Dog Food Review 2025.

Product images sourced from Chewy. Copyright Agrolimen.