Loop expands insect protein pet food portfolio with affordable new range

KENYA – Kenyan pet food manufacturer Loop has expanded its insect protein-based product portfolio with the introduction of Loop+, a new range designed to make premium pet nutrition more affordable for pet owners across East Africa. 

The launch, accompanied by refreshed packaging across both product lines, reflects the company’s strategy to widen access to locally produced, sustainable pet food while maintaining its focus on circular economy ingredients.

The company said both Loop and Loop+ continue to provide complete and balanced nutrition developed to international standards, with the key distinction being their ingredient composition and target market.

Loop, the company’s flagship premium range, remains a grain-free recipe formulated with Black Soldier Fly (BSF) larvae as the primary protein source alongside locally sourced vegetables that would otherwise become food waste.

Loop+, meanwhile, combines BSF protein with fresh Kenyan tilapia and catfish recovered from agro-processing operations, fermented spent grain sourced from local brewer 254 Brewing Co, and vegetables supplied through the company’s smallholder farmer network. 

The inclusion of grains enables the company to offer the product at a lower price while maintaining nutritional quality.

“When we started Loop, we had one recipe and a very strong opinion about what Kenyan pets deserved to eat,” the company said. 

“It was built for pet owners who invest in their pet’s nutrition, read the back of the pack and believed there had to be a better way to feed their dogs.”

According to the company, demand from consumers seeking more affordable options prompted the development of Loop+.

“What about opening up this incredible nutrition to the mass market, reaching more pet owners in East Africa, offering better nutrition, still local, without the premium price tag?” the company said.

The company noted that both product lines continue to use Black Soldier Fly larvae, clean-label formulations and ingredients selected for a specific nutritional purpose. 

The products are also certified by the Kenya Bureau of Standards (KEBS).

Alternative proteins gain momentum in pet food

The launch comes as insect protein continues to gain traction within the global pet food industry as manufacturers seek sustainable alternatives to conventional meat proteins. 

Black Soldier Fly larvae require significantly less land, water and feed than traditional livestock while converting organic by-products into high-quality protein, making them an increasingly attractive ingredient for pet food producers.

The introduction of Loop+ also reflects a broader trend of companies developing tiered product portfolios that combine premium nutrition with more affordable offerings to reach a wider consumer base.

For East Africa’s emerging pet food sector, locally manufactured products incorporating upcycled ingredients such as insect protein, fish by-products and rescued vegetables could help reduce dependence on imported pet food while supporting regional circular economy initiatives.

As demand for companion animal nutrition continues to grow across Africa, investments in locally sourced, sustainable feed ingredients are expected to play an increasingly important role in shaping the region’s pet food industry.

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