I and Love and You has been on shelves long enough to earn a real following, but it doesn’t always get the attention it deserves next to bigger names. If you’ve seen it at Chewy or Target and wondered whether it’s worth the switch, here’s what you need to know.
What Is I and Love and You Cat Food?
I and Love and You is a Boulder-based pet food company built around meat-first recipes and a short list of recognizable ingredients. Their line covers dry food under the Naked Essentials name, a range of wet pâtés and stews, and treats. The brand is widely available at Chewy, Amazon, Target, Whole Foods, and most independent pet retailers.
The ingredient philosophy is consistent across their products: named protein first, no by-products, no corn, wheat, or soy, and no artificial preservatives or dyes. For a mid-range brand, that’s a cleaner label than most.
What’s in It
Most formulas start with a named protein like chicken or salmon. Beyond the meat, you’ll find flaxseed, probiotics, taurine, and omega fatty acids for coat and skin support. Grain-free recipes typically use ingredients like peas or chickpeas instead of grains, depending on the recipe.
The ingredient lists are relatively straightforward compared to a lot of similarly priced brands. You can actually read through them without running into a wall of artificial additives or vague meat ingredients. That said, recipes do vary across the product line, so it’s still worth checking the label on the specific food you’re buying rather than assuming they’re all identical.
Dry Food: Naked Essentials
The Naked Essentials dry line keeps things simple. A named meat protein leads every formula, with legumes or potatoes filling the carbohydrate role depending on the recipe. There’s no corn, wheat, soy, or artificial anything in the lineup, which puts it a step above a lot of what you’d find at a grocery store for a similar price.
The kibble size is medium and works well for most adult cats. It’s not a prescription formula and isn’t designed for cats with complex medical needs, but for a healthy adult cat whose owner wants to avoid the junk without paying boutique prices, it’s a reliable everyday option.
Wet Food: Pâtés and Stews
The wet food range covers both smooth pâtés and chunkier stews, with playful names like Purrky Turkey and Chicken Me Out. The pâté options tend to be more consistently accepted across different cats, while the stews work better for cats that prefer some texture in their food. Moisture content is solid across the line, which matters for cats that don’t drink enough water on their own.
One thing to be aware of: texture varies more between flavors than you might expect. A cat that eats one recipe without hesitation may ignore another. Starting with a single can before committing to a case is the smarter move here.
Is It Nutritionally Complete?
Yes. The formulas meet AAFCO standards for complete and balanced nutrition, which means they’re designed to serve as a cat’s primary diet rather than a supplement or topper. Protein content is above average for the price range, and the inclusion of taurine, omega fatty acids, and probiotics covers the nutritional bases that matter most for adult cats.
It’s not formulated for cats with specific medical conditions like kidney disease or severe food allergies requiring strict protein restriction. If your cat is managing a health issue, it’s always worth checking in with your veterinarian before switching foods.
Price and Where to Buy
I and Love and You sits comfortably in the mid-range: more than grocery store brands like Friskies, less than boutique options like Open Farm or Smalls. For what’s in the bag or can, the pricing is fair. Subscribe-and-save on Chewy and Amazon brings the per-unit cost down further, and the brand runs regular coupons on both platforms. You’ll also find it in Target, Whole Foods, and most independent pet stores if you prefer buying in person.
How to Switch Your Cat Over
Any food change should happen gradually to avoid digestive upset, and this one is no different. Start with 75% of your cat’s current food mixed with 25% new, then shift the ratio over 7 to 10 days until you’re fully over. If you notice loose stools or a skipped meal along the way, hold at the current ratio for an extra day before moving forward. Cats with sensitive stomachs may need the full 10 days or a little longer.
Frequently Asked Questions
Is I and Love and You cat food good quality?
Yes. Recipes lead with a named protein and include taurine, probiotics, and omega fatty acids with no artificial fillers or preservatives. The ingredient quality is solid for the price range.
Where is it made?
In the USA. Ingredient sourcing can vary by recipe, so check the specific product label if that matters for your decision.
Has it ever been recalled?
No major recalls are on record. Checking the FDA’s pet food recall database periodically is a good habit regardless of brand.
Is it a good option for cats with allergies?
Some formulas work better than others for sensitive cats. Look for their limited-ingredient options and avoid any formula containing proteins or legumes your cat has reacted to before.
How does it compare to Blue Buffalo?
The two brands are comparable in price and ingredient approach. Both lead with named proteins and avoid common fillers. If your cat already does well on Blue Buffalo, this is a natural alternative worth trying.
Is I and Love and You Worth It?
For most healthy adult cats, yes. The ingredients are cleaner than what you’ll find from grocery store brands at a similar price, the formulas are nutritionally complete, and the variety gives you enough options to find something your cat will actually eat. It’s not a premium brand, but it doesn’t pretend to be one either.
If your cat is doing well on their current food, there’s no urgent reason to switch. But if you’re looking to move away from lower-quality fillers without jumping into boutique-brand pricing, this is a reasonable middle ground.
