August 21 sees a milestone in the UK’s evolving pet food fixture with the arrival of Tiana cat food, the world’s first halal-approved cat food range made with best-in-class human-grade ingredients using state-of-the-art, freeze-dried technology.
Tiana is the brainchild of senior pet food buyer Pankaj Hurria, who became intrigued when a family friend asked if any halal-friendly cat food might become available in the foreseeable future, because the current void meant that she and her friends had to spend countless hours either tracking down fish-themed brands or creating home-cooked recipes that might unintentionally be light in essential feline nutrients.
Pankaj, only too aware of the current explosion in cat ownership (urban living, Lockdown, low maintenance companionship…) did a little digging around and realised that even by his most conservative estimates, there were 500,000+ Muslim cat owners not being accommodated.
Working alongside his good friend Umar, a devout Muslim and owner of full-service communications agency, Pie Analysis – with an unrivalled understanding in the distinct needs of well-educated, millennial/professional Muslim women with moderate religious leanings – it soon became clear that Pankaj had unearthed a vibrant pet food niche when a light four-week teaser campaign conducted over Ramadan generated 5,000 followers.
Initially Tiana will be available in three distinct trial packs (35gm packs/makes 3.5 meals): Chicken, Fish and a particularly popular Goat whose rich, gamey undertones provide a welcome alternative to traditional British farmyard fayre (Shrimp also available from Autumn 21).
They will be quickly followed by 250g/500gm retail packs which quadruple their volume when water is reapplied.
“It makes sense,” concludes Pankaj, “that a ‘pet humanisation’ movement that already encompasses every conceivable ‘food minority’ interest from grain-free, bio-organic, BARF, vegan … plus a number of dietary specific offerings, (hypoallergenic, joint & teeth health..) would ultimately crave a first mover in halal-friendly meals.”
It’s also worth noting that Tiana embraces planet-friendly, freeze-dried thinking that not only ensures each recipe retains a lion’s share of its taste cues and “nutritional worth” Vs old-school heat pasteurisation, but that it also ensures that 70 per cent moisture isn’t needlessly trundled around the world using up increasingly scarce resources. As a result Tiana has enviable export potential.
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