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Is this brand the right choice for the cat you love? Find out in our unbiased I and Love and You cat food review.
The We’re All About Cats Standard—Rating I and Love and You on What Matters
We’ve analyzed I and Love and You and graded it according to the We’re All About Cats standard, evaluating the brand on species-appropriateness, ingredient quality, product variety, price, customer experience, and recall history. Here’s how it rates in each of these six key areas.
- Species-Appropriateness – 8/10
- Ingredient Quality – 7/10
- Product Variety – 8/10
- Price – 8/10
- Customer Experience – 9/10
- Recall History – 5/10
Overall Score: 7.5/10
We give I and Love and You cat food a 45 out of 60 rating or a B+ grade.
About I and Love and You
Only Natural Pet launched I and Love and You in 2011. The Colorado-based pet specialty retailer wanted to expand their business and assembled a team to create a new brand of pet food.
Co-creator Brendan Synnott says I and Love and You follows some of the same marketing strategies employed by his other brands, Bear Naked and EVOL. In 2011, he told the Denver Post that “For a lot of the same reasons someone would buy Bear Naked or Evol, they will buy I and Love and You.”
Sourcing and Manufacturing
I and Love and You cat food is manufactured in the United States. The company sources most of their ingredients from the United States and Canada, with some ingredients coming from around the world.
Has I and Love and You cat food been recalled?
Though I and Love and You cat food has never been recalled, their dog treats have. In July of 2015, I and Love and You issued a recall of their beef gullet dog treats due to potential salmonella contamination.
What kinds of cat food does I and Love and You offer?
I and Love and You offers both dry and wet cat food. Their dry selection is broken into three lines.
- Naked Essentials is a line of grain-free dry food.
- Nude Food is formulated for digestive health, featuring prebiotics, probiotics, and digestive enzymes.
- Lovingly Simple is a limited-ingredient product made without the most common cat food allergens.
I and Love and You wet food is available in a wide variety of recipes, including limited-ingredient products, novel proteins, and a range of recipes to suit almost all tastes.
I and Love and You Cat Food – Top 3 Recipes Reviewed
|Product Name||Food Type||Price per Ounce||Our Grade|
|I and Love and You Whascally Wabbit Pate Grain-Free Canned Cat Food||Wet||$0.44||A|
|I and Love and You Oh My Cod! Pate Grain-Free Canned Cat Food||Wet||$0.32||A|
|I and Love and You Naked Essentials Chicken & Duck Recipe Grain-Free Dry Cat Food||Dry||$0.15||C|
Rabbit appears to be the primary protein source in this wet cat food.
I and Love and You’s Whascally Wabbit paté is primarily made from rabbit meat. The food also contains beef liver as a secondary meat ingredient.
The food also contains some plant ingredients, with cranberries and spinach coming straight after beef liver. These are relatively low-glycemic, but the food also contains some high-carbohydrate ingredients, with sweet potatoes and carrots appearing later on the ingredient list.
A trace amount of alfalfa meal and ground flaxseed contribute minor amounts of nutrients and, according to the company, beneficial omega-3 fatty acids. Since flaxseed isn’t exactly the right source of omega-3 fatty acids for a carnivorous animal, it’s a good thing that the food also includes salmon oil, an excellent source of the EPA and DHA cats need.
The paté is thickened with three binders—guar gum, cassia gum, and xanthan gum. While none of these ingredients are species-appropriate, they’re also not particularly unhealthy or dangerous for cats.
Overall, this food has high protein content, moderate fat, and low carbohydrate content.
Though its inclusion of alfalfa meal and sweet potatoes may raise a few purist eyebrows, this food stays true to the company’s promise of ancestrally-inspired food for pets. It has the generous amount of meat, moderate fat content, and minimal plant material you’d hope to give your carnivorous cat.
It looks like nutritionally solid food and on top of that, it’s a customer favorite. This product gets glowing customer reviews and most cats seem to enjoy it.
The food has 89 calories per 3-ounce can or roughly 30 calories per ounce.
Rabbit, Beef Broth, Beef Liver, Cranberries, Spinach, Tricalcium Phosphate, Carrots, Natural Flavor, Sweet Potatoes, Guar Gum, Alfalfa Meal, Ground Flaxseed, Salt, Potassium Chloride, Taurine, Calcium Carbonate, Dl-Methionine, Choline Chloride, Cassia Gum, Xanthan Gum, Salmon Oil (Preserved With Mixed Tocopherols), Iron Proteinate, Zinc Proteinate, Vitamin E Supplement, Thiamine Mononitrate, Copper Proteinate, Manganese Proteinate, Sodium Selenite, Niacin Supplement, D-Calcium Pantothenate, Pyridoxine Hydrochloride, Riboflavin Supplement, Vitamin A Supplement, Biotin, Potassium Iodide, Vitamin D3 Supplement, Vitamin B12 Supplement, Folic Acid.
|Crude Protein||10% min|
|Crude Fat||4.0% min|
I and Love and You Wascally Wabbit Paté Estimated Dry Matter Nutrient Breakdown
Ingredients We Liked: Rabbit, Beef Liver, Salmon Oil
Ingredients We Didn’t Like: Carrots, Sweet Potatoes, Guar Gum, Alfalfa Meal, Ground Flaxseed, Xanthan Gum
Common Allergens: Beef
- Cats love the way this food tastes
- Low carbohydrate content
- Free of artificial colors, flavors, and preservatives
- Contains salmon oil as a source of omega-3 fatty acids
- Rich in animal-sourced protein
- Contains multiple gums as binders
Cod appears to be the primary protein source in this wet cat food.
With nameless mystery fish so common in cat food, it’s special to see a named fish leading the ingredient list. Cod is followed by chicken and chicken liver, both of which are highly-nourishing and digestible ingredients.
Spinach, cranberries, apples, and carrots add to the food’s nutrient profile, but they’re not exactly species-appropriate ingredients for your carnivorous cat. The food also contains sweet potatoes, which are high in carbohydrates and far from an ideal ingredient in your cat’s food.
Overall, this wet food has high protein content with high fat and virtually zero carbohydrate content.
Though the food contains a nice sprinkling of vegetable ingredients, it’s not a high-carbohydrate or a high-plant food.
In fact, this fish-based paté has a lot of the qualities we look for in cat food. It’s meat-rich, low-carbohydrate, and free of any potentially harmful additives. Cats and humans alike seem to love it. It gets great ratings on Chewy and cats seem to love the way it tastes.
This food has 88 calories per 3-ounce can or roughly 29 calories per ounce.
Cod, Chicken, Chicken Liver, Fish Broth, Spinach, Cranberries, Apples, Carrots, Natural Flavor, Guar Gum, Sweet Potatoes, Alfalfa Meal, Ground Flaxseed, Taurine, Salt, Potassium Chloride, Cassia Gum, Xanthan Gum, Choline Chloride, Dl-Methionine, Salmon Oil (Preserved With Mixed Tocopherols), Iron Proteinate, Zinc Proteinate, Thiamine Mononitrate, Vitamin E Supplement, Copper Proteinate, Manganese Proteinate, Sodium Selenite, Niacin Supplement, D-Calcium Pantothenate, Pyridoxine Hydrochloride, Riboflavin Supplement, Vitamin A Supplement, Biotin, Potassium Iodide, Vitamin D3 Supplement, Vitamin B12 Supplement, Folic Acid, Rosemary Extract.
|Crude Protein||10% min|
|Crude Fat||4.0% min|
I and Love and You Oh My Cod! Paté Estimated Dry Matter Nutrient Breakdown
Ingredients We Liked: Cod, Chicken, Chicken Liver, Salmon Oil
Ingredients We Didn’t Like: Spinach, Cranberries, Apples, Carrots, Guar Gum, Sweet Potatoes, Alfalfa Meal, Ground Flaxseed, Cassia Gum, Xanthan Gum
Common Allergens: Fish, Chicken
- Rich in nourishing omega-3 fatty acids from animal sources
- Contains a mix of muscle meat and organs
- Ideal for cats with food sensitivities and allergies
- Free of potentially-harmful additives
- Extraordinarily low carbohydrate content
- May contain too many stabilizing gums for some tastes
Chicken appears to be the primary protein source in this dry cat food.
Does this food do anything differently than other grain-free kibble products? Let’s take a closer look at the ingredient list to find out.
The first ingredient is chicken, followed by chicken meal and turkey meal. After the primary protein sources, the food contains chickpeas, ground peas, pea starch, lentils, and a small amount of sweet potatoes. All of these ingredients help to hold the food together and aid in the extrusion process, but they’re not nutritionally ideal for cats.
Flaxseed and dried beet pulp serve as sources of fiber. An additive called “natural flavor”, typically made from hydrolyzed animal tissues, gives it a touch of concentrated flavor.
Later on the list, the food contains duck, dried whole egg product, and pea protein, all additional sources of protein. After a long list of synthetic vitamins, minerals, and amino acids, the food is supplemented with a variety of probiotics.
Overall, this food has moderate protein content with moderate fat and moderate carbohydrate content.
This is your standard grain-free kibble. It’s not terrible. It’s not fantastic. While it doesn’t contain grains, this dry food is loaded with carbohydrates and ultimately isn’t the most species-appropriate choice for your carnivore.
The food contains 359 calories per cup.
Chicken, Chicken Meal, Turkey Meal, Chickpeas, Ground Peas, Pea Starch, Chicken Fat (Preserved With Mixed Tocopherols), Lentils, Flaxseeds, Dried Beet Pulp, Duck, Sweet Potatoes, Natural Flavor, Salt, Brewers Dried Yeast, Potassium Chloride, Choline Chloride, Dried Whole Egg Product, Pea Protein, Niacin Supplement, Vitamin E Supplement, Vitamin A Supplement, Vitamin D3 Supplement, D-Calcium Pantothenate, Riboflavin Supplement, Vitamin B12 Supplement, Biotin, Thiamin Mononitrate, Pyridoxine Hydrochloride, Menadione Sodium Bisulfate (Source Of Vitamin K), Folic Acid, Zinc Sulfate, Ferrous Sulfate, Calcium Carbonate, Copper Sulfate, Manganese Sulfate, Sodium Selenite, Calcium Iodate, Dl-Methionine, Taurine, Zinc Proteinate, Iron Proteinate, Copper Proteinate, Manganese Proteinate , Fish Oil, Dried Chicory Root, Dried Lactobacillus Acidophilus Fermentation Product, Dried Lactobacillus Plantarum Fermentation Product, Dried Lactobacillus Reuteri Fermentation Product, Dried Bifidobacterium Animalis Fermentation Product, Dried Enterococcus Faecium Fermentation Product.
|Crude Protein||34% min|
|Crude Fat||14% min|
I and Love and You Naked Essentials Chicken & Duck Recipe Estimated Dry Matter Nutrient Breakdown
Ingredients We Liked: Chicken, Chicken Fat, Duck, Fish Oil, Probiotics
Ingredients We Didn’t Like: Chickpeas, Ground Peas, Pea Starch, Lentils, Flaxseed, Dried Beet Pulp, Sweet Potatoes, Pea Protein
Common Allergens: Chicken
- Appears to emphasize animal-sourced protein
- Made without potentially-harmful synthetic additives
- Free of low-value animal by-products
- Primarily made from plant ingredients
- High in carbohydrates
What do customers think of I and Love and You cat food?
It’s rare that you’ll find a negative comment about I and Love and You. Almost everyone who buys it likes it. Cats like it. People like it. Negative reviews are rare and not extremely critical. Here’s what a few reviewers have to say:
“Please don’t change the formulation to make more profit like every other company because kitty finally found a formulation he will eat and with the phos DMB at 1.86 that’s the best for rabbit I have found! Could do with less carrots and spinach throughout.” – Jessica, reviewing I and Love and You Wascally Wabbit Canned Cat Food
“Our cat Timmy is about 16 years old and struggles w bladder issues and hypo thyroid (not hyper) and this food brings out the best quality of life for him. I’ve tried other grain free foods and vet prescribed foods for uti but none have the results of this food. His hair stops falling out and his weight stabilized and he isn’t in pain when he urinates. Wonderful food!!” – Vinky, reviewing I and Love and You Naked Essentials Chicken & Duck Recipe
“I ordered cases of Oh My Cod! in both 3 and 5.5 oz cans and what came was like two totally different foods! The 5.5 oz cans were soft and moist and my cat loved it. The 3 oz cans were hard and she wouldn’t eat it. I want to like this food based on the quality of ingredients and my experience with the 5.5 oz cans, but I don’t dare re-order it because I don’t know what I’m going to get!” – BrookylnBlackCat, reviewing I and Love and You Oh My Cod! Canned Cat Food
“To start, I dont feed dry food often to my cat. What I liked about this dry food is that it had both duck and chicken meal, but, on the other hand, it had too many starches. Also minerals are not chelated. My cat eats it. I will not buy this dry food again. I just want better ingredients. This company’s wet food, on the other hand, is very good, in my opinion and I rotate it with other brands my cat enjoys.” – Sugarcanepoet, reviewing I and Love and You Naked Essentials Chicken & Duck Recipe Dry Cat Food
How much does I and Love and You cat food cost?
I and Love and You cat food is a little bit more expensive than its neighbors at the grocery store, but it’s not among the priciest cat food you can buy.
You’ll pay around $2.24 and up to $3.08 per day to feed a 10-lb cat their wet recipes and closer to $0.30 per day if you’re buying their dry foods. This puts I and Love and You in the same price league as Rachael Ray Nutrish and Merrick.
Overall, is I and Love and You a good choice?
With meat-rich recipes featuring a mix of muscle meat and organs, splashes of salmon oil, and some of the lowest carbohydrate percentages in the industry, I and Love and You canned cat food is an outstanding option.
Their canned foods are a few heads above most of the other products sold in grocery stores and better than many other products at the same price point.
I and Love and You’s dry cat food isn’t quite as impressive, with ingredient lists similar to those of other grain-free cat food brands.
Where to Buy I and Love and You Cat Food
You can buy I and Love and You in grocery stores, independent pet specialty retailers, and some big box stores. Click here to search for a retailer near you. You can buy it online through Amazon, Chewy, Target, Jet, Walmart, and Thrive Market.
About the author
Mallory Crusta is a writer and adventurecat enthusiast on a mission to make cats’ lives extraordinary. She’s one of the founders of Wildernesscat – a site for happy, healthy, and adventurous cats who are fueled by nature. Visit Wildernesscat for radically natural cat nutrition, home remedies, and lifestyle inspiration.