This month sees the arrival of Tiana cat food, the world’s first halal-approved cat food range.
In a milestone for the UK’s ever evolving pet food fixture, Tiana is a halal recipe that is made with human-grade ingredients using state-of-the-art, freeze-dried technology.
Tiana is the brainchild of senior petfood buyer Pankaj Hurria who became intrigued when a family friend asked if any halal-friendly cat food might become available in the 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.
Pankaj, only too aware of the current explosion in cat ownership 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 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 in the blink of an eye.
Tiana will be available in three deliciously distinct trial packs (35gm packs/makes 3.5 meals): Chicken, Fish, and a particularly popular Goat. Shrimp will also be available from Autumn 21. This will be followed by 250g/500gm retail packs which quadruple their volume when water is reapplied.
As well as providing a Halal option, Tiana also embraces planet-friendly, freeze-dried thinking that not only ensures that each recipe retains the lion’s share of its taste and ‘nutritional worth’ compared to heat pasteurisation method. It also ensures that 70% moisture isn’t needlessly trundled around the world using up increasingly scarce resources.
To find out more, visit: Tianahalalpetfood.com