John Seeberg

Written by John Seeberg

Georgia Jeremiah

Reviewed by Georgia Jeremiah

Updated: May 14, 2024

Identity Review

Updated: May 14, 2024

Our Verdict


Recommended with Reservations

Identity wet cat food receives the Cat Food Advisor rating, 3.5 stars

This range of food is formulated as a broth pate and contains both animal and fish protein.  All recipes are designed to cater for adult cats, although there are some considerable variations in protein and carbohydrate content, which needs to be considered when selecting the best option for your cat.

  • Contains animal and fish protein
  • Some recipes provide very high protein
  • Rich in fat and moisture
  • Some ingredients are plant based
  • Expensive versus other cat foods

Each recipe includes its AAFCO nutrient profile: Growth (kitten), Maintenance (adult), All Life Stages, Supplemental or Unspecified.

The Identity product line includes 11 wet cat foods.

Product line Rating AAFCO
95% Free-Range Cobb Chicken & Chicken Broth Pâté Wet Cat Food 3 M
95% Free-Range Heritage Turkey & Turkey Broth Pâté Wet Cat Food 3 M
95% Free-Range Canadian Duck & Duck Broth Pâté Wet Cat Food 3 M
95% Free-Range NZ Lamb & Lamb Broth Pâté Wet Cat Food 3 M
95% Free-Range Angus Beef & Beef Broth Pâté Wet Cat Food 5 M
95% Free-Range Prairie Pork & Pork Broth Pâté Wet Cat Food 3.5 M
95% Sustainable Atlantic Salmon, Salmon Broth & Herring Pâté Wet Cat Food 3 M
95% Free-Range Quail, Turkey Broth & Turkey Pâté Wet Cat Food 5 M
Persona 95% North American Bison & Bison Broth Pâté Wet Cat Food 3 M
Persona 80% European Rabbit & Rabbit Broth Pâté Wet Cat Food 3 M
Persona 95% North American Quail & Quail Broth Pâté Wet Cat Food 3 M

Recipe and Label Analysis

Identity 95% Free-Range Heritage Turkey & Turkey Broth Pâté Wet Cat Food recipe was selected to represent the other products in the line for a detailed recipe and nutrient analysis.

Label and nutrient data below are calculated using dry matter basis.

Identity 95% Free-Range Heritage Turkey & Turkey Broth Pâté Wet Cat Food recipe

Estimated Dry Matter Nutrient Content







Turkey, turkey broth, liver, carrot, agar-agar, dicalcium phosphate, potassium chloride, coconut oil, choline chloride, salt, taurine, l-ascorbyl-2-polyphosphate (source of vitamin c), zinc proteinate, vitamin e supplement, ferrous sulfate, iron proteinate, zinc sulfate, niacin supplement, thiamine mononitrate, copper proteinate, vitamin a supplement, sodium selenite, manganese sulfate, manganese proteinate, D-calcium pantothenate, pyridoxine hydrochloride, riboflavin supplement, biotin, vitamin D3 supplement, vitamin B12 supplement, calcium iodate, folic acid.

Fiber (estimated dry matter content) = 1%

Red denotes any controversial items

Ingredients Analysis

The first ingredient is turkey. Turkey is considered “the clean combination of flesh and skin derived from the parts or whole carcasses of turkey”. 1

Turkey is naturally rich in the 11 essential amino acids required by a cat to sustain life.

The second ingredient is turkey broth. Broths are of only modest nutritional value. Yet because they add both flavor and moisture to a cat food, they are a common component in many wet products.

The third ingredient is liver. Normally, liver can be considered a quality component. However, in this case, the source of the liver is not identified. For this reason, it’s impossible to judge the quality of this item.

The fourth ingredient is carrot. Carrots are rich in beta-carotene, minerals and dietary fiber.

The fifth ingredient is agar agar, a natural vegetable gelatin derived from the cell walls of certain species of red algae. Agar is rich in fiber and is used in wet pet foods as a gelling agent.

The sixth ingredient is dicalcium phosphate, likely used here as a dietary calcium supplement. 

The seventh ingredient is potassium chloride, a nutritional supplement sometimes used as a replacement for the sodium found in table salt.

The eighth ingredient is coconut oil, a natural oil rich in medium-chain fatty acids.

From here the list goes on to include a number of other items. But to be realistic, ingredients located this far down the list (other than nutritional supplements) are not likely to affect the overall rating of the product.

However, this recipe contains sodium selenite, a controversial form of the mineral selenium. Sodium selenite appears to be nutritionally inferior to the more natural source of selenium found in selenium yeast.

This food also contains chelated minerals that have been chemically attached to protein. This makes them easier to absorb. Chelated minerals are usually found in better cat foods.

Recipe star rating 3.5

Nutrient Analysis

Based on its ingredients alone, Identity 95% Free-Range Heritage 

Turkey & Turkey Broth Pâté Wet Cat Food recipe looks like an average wet product.

The dashboard displays a dry matter protein reading of 38.6%, a fat level of 22.7% and an estimated carbohydrate level of 30.6%.

As a group, the brand features an near-average protein content of 35.5% and an above-average fat level of 25.8%. Together these figures suggest a carbohydrate content of 30.6% for the overall product line, alongside a fat to protein ratio of 77%.

This means this Identity range contains near-average protein, near-average carbohydrate and higher than average fat, when compared to typical wet cat food.

Final Word

This range of food contains good quality protein, derived from both animals and fish.  There are many recipes which are free-range and vitamins have been included.

Has Identity cat food been recalled in the past?

No.  Identity has not had any product recalls.

You can view a complete list of all cat food recalls since 2021 here.

To stay on top of any cat food product recalls, sign up for our free email alerts, here.


Identity Pet Nutrition, LLC was created by Jeremy and Trevar Petersen in 2017 and is located in Denver, CO.

Identity sources its free-range beef, turkey, and pork from local farms. It uses lamb sourced from New Zealand, Canadian free-range duck, and salmon sustainably sourced from the Atlantic Ocean.


1: [1. Adapted by the Cat Food Advisor and based upon the official definition for chicken published by the Association of American Feed Control Officials, Official Publication, 2008 Edition].

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