From blue crab pâté to dog popcorn: The rise of unconventional pet foods

A growing number of brands are experimenting with culturally inspired, eco-friendly and indulgent concepts, resulting in products such as halal-certified meals, Ukrainian-style borscht for pets, wild boar burgers and blue crab pâtés.

Halal-certified pet food

As an Islam-dominated nation, most Malaysians are consumers of halal food. According to Canadian media and research firm Visual Capitalist, Muslims make up 63.5%, or about 21 million, of Malaysia’s total population as of 2025.

Targeting this market, local pet player Pet Universe NOURISH launched a halal-certified pet food.

In Arabic, “halal” means “lawful” or “permissible.” Under Islamic law, it refers to food that Muslims are allowed to eat. This move reflects the growing importance of halal food among Muslim pet owners seeking assurance that their pets’ products meet ethical and religious standards.

While Malaysia still lacks an official certification framework for pet food under the Islamic Development Department, the company is ready to seek recognition as soon as such a mechanism becomes available.

“Our wet food line is already recognized by the Thailand Islamic Association under the Suci Embassy – a halal-equivalent certification for pet products,” says CEO Patrick Chin. “Once Malaysia opens this framework, we intend to be the first to apply.”

Borscht for pets

Ukrainian pet food manufacturer Kormotech has developed a new Chef’s Menu for pets under its pet food brand Delickcious, in collaboration with chef Yevhen Klopotenko.

The new menu includes 3 dishes: borscht (a traditional Eastern European soup) with beef for both cats and dogs, paella with chicken and vegetables for dogs, and liver with apples and cranberries for cats.

“Many ingredients used in human food aren’t suitable for cats and dogs, so adaptability was crucial. We carefully selected suppliers and raw materials suitable for pet nutrition. The result exceeded expectations,” says Oksana Taras, Brand Lead at Delickcious.

The new Chef’s Menu line was launched in Ukrainian supermarkets, pet stores and online in mid-October.

Wild boar burger for dogs

British dog food subscription company Years.com introduced its new Wild Boar Quarter-Pounder Burger with Cheese for dogs.

The hamburger features a wild boar burger with celeriac onions, pumpkin mustard, zucchini, gherkins and a cheese-free slice in a toasted sesame seed bun. The meal also comes with Golden Parsnip Fries.

The product launch follows the brand’s new research, which reveals that Cockapoos are the UK’s most culinary-spoiled dogs, with owners spending 34% more on gourmet meals than the average dog owner.

Blue crab cat food

Italian pet food player FORZA10 has launched a new wet cat food line under the FIL BLU project, an initiative that turns the invasive blue crab into a resource rather than an environmental problem.

The blue crab, an invasive species native to North America, has spread across Italy’s Adriatic Sea, damaging the local marine ecosystem and threatening the livelihoods of traditional fishermen in the Polesine region.

“The invasive Blue Crab (Granchio Blu) is an ecological disaster for the Italian fishing industry. Our Fil Blu supply chain successfully transforms this threat into a high-quality, sustainable protein source for our Forza10 cat pâté,” says Gianandrea Guidetti, FORZA10’s Director of Research Development.

“This is more than just pet food innovation; it is a tangible model of the circular economy, creating value where others see only waste. It supports local fishermen and protects the marine ecosystem, all while delivering a nutritionally superior product,” Guidetti adds.

Advent calendar

During the holiday season, retail brands launched advent calendars or windowed boxes with a small gift for each day leading up to Christmas.

British pet food supplier Waita Pets introduced one exclusively for pets, filled with treats.

Each box contained individually packed and portioned freeze-dried treats shaped for the season. What sets it apart is the inclusion of catgrass among its ingredients. The treats are also made from natural ingredients such as meat, goat’s milk, egg yolk and cranberries.

Popcorn for dogs

Years.com also launched a popcorn-style dog treat based on pure milk and salt. This new snack only needs to be microwaved for about 1 minute and 20 seconds, just like regular popcorn. The new product – called Himalayan Milk ‘Pupcorn’ Puffs – is crafted from an ancient Himalayan recipe and is 100% natural, grain-free, with no artificial preservatives or additives.

“We all love a movie night with popcorn, but who wants to leave their best friend out? We created Pupcorn so owners can share that exact moment of joy. It’s about showing love in a fun, healthy way and giving our dogs a proper cinema thrill,” says company CEO Darren Beale.

Dog-friendly dining in Barcelona

Pet-focused dining is gaining popularity in Barcelona with the opening of Voilà Concept Store, the city’s first dog bakery and Inu Café, a café where humans and dogs can dine together.

The Voilà Concept Store offers handmade dog treats such as “Dogguccinos,” waffles and cakes made with natural ingredients like chicken, salmon and sweet potato.

Meanwhile, Inu Café features separate menus for humans and dogs, including sugar-free carrot and banana muffins they can share.