Loop Pet Food launches tilapia-based “Samaki Crunch” for Kenyan pets

KENYA – Loop Pet Food has unveiled a new tilapia-based pet food range aimed at making balanced, locally produced nutrition more accessible to Kenyan pet owners, marking another milestone in the company’s rapid expansion and its push to serve both premium and mid-economy market segments.

The newly introduced Samaki Crunch range is formulated for both dogs and cats. It is produced entirely in Kenya, reinforcing Loop’s position as East Africa’s first and only manufacturer of locally produced cat food. 

Built around tilapia, a widely known and trusted protein, the range offers a highly digestible source of natural protein, along with essential fats that support skin, coat, and overall pet health.

While tilapia takes centre stage, the formulation retains what the company describes as its “circular goodness.” 

The recipes include fresh, whole ingredients such as carrots, potatoes and beetroot, which are extruded to preserve nutrients while forming dry kibble. 

As with the rest of Loop’s portfolio, the diets are formulated to meet Kenya Bureau of Standards (KEBS) and European FEDIAF nutritional guidelines.

Black soldier fly larvae meal, a signature ingredient in Loop’s products, also remains part of the formulation. 

Though less prominent in this range, the insect protein continues to deliver functional nutritional benefits and underpins the brand’s sustainability ethos.

Until now, Loop has been primarily associated with premium pet nutrition. However, with Samaki Crunch, the company is deliberately moving into the economy and mid-economy categories, aiming to meet pet owners “where they need us to be,” according to the company. 

While new retail packaging is still in development and expected to be unveiled in the first quarter of 2026, the products are being released in interim packaging, exemplified in the feature image, to ensure affordability and immediate availability.

Scaling up production and regional reach

The launch follows a major production expansion earlier this year. On March 22, 2025, Loop Pet Food officially commissioned a new processing line at its Magana Lighting Industrial Center facility. 

Previously limited to producing just two to three tonnes of dog food per month, the new line has increased its capacity to up to 60 tonnes per month.

This scale-up is designed to meet growing demand for high-quality pet food in Kenya and beyond. Loop already supplies Rwanda and has indicated plans to expand further across the East African region.

Founded by Laura Stanford and Amit Grabovski, Loop Pet Food has built its brand around alternative proteins and sustainable production models. 

Its use of black soldier fly larvae meal reduces dependence on conventional meat proteins while converting organic waste into nutrient-dense feed ingredients.

Beyond protein, Loop’s formulations incorporate cassava flour, spinach and other vegetables, offering grain-free and gluten-free options that are particularly suitable for pets with food sensitivities. 

By avoiding grains such as maize, the company also reduces the risk of mycotoxin contamination, a persistent concern in both human and animal nutrition.

At the same time, Loop sources vegetables from local farmers and vendors, helping to curb food waste while supporting community livelihoods.

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