Golden Acre Foods is driving category innovation in the £25m halal chilled meat market with the introduction of four new halal lines across its Najma and Jaldee Eats brands this August.
The new Najma products include Wafer Thin Chicken Slices (125g, RRP £2.70) – launching into Tesco on 11th August – Najma Halal Spicy Pepperoni Slices (80g, RRP £1.75), and Najma Southern Fried Breaded Chicken Fillets (300g, RRP £3.90).
Golden Acre’s Najma brand is already the UK’s leading halal cooked meats supermarket brand with a 60% value share in grocery multiples. There are 28 products in the range, from staple lunchbox offerings, such as chicken and turkey slices, to newer products like breaded chicken fillets and pizza toppings, to dry-cured tapas-style meat selections.
Jaldee Eats, Golden Acre’s on-the-go range of halal snacks named after the Urdu word for ‘quick’, will also benefit from NPD this summer. Its new Jaldee Eats Spicy Turkey Bites (40g, RRP £1) will be launching in Tesco on 11th August.
All new Najma and Jaldee Eats products will be supported by the brand’s biggest marketing investment to date – a quarter of a million pounds of spend, including a national six-sheet poster campaign, in-store support, digital, social, PR to drive awareness and online couponing to drive trial.
Rebecca Cutter, Head Of Marketing at Golden Acre Foods, commented: “As a leading supplier of halal products, and owner of the market-leading Najma brand, it is important for us to continue to innovate and bring much-needed breadth of range, including food-to-go and lunchbox options, to a growing population of halal consumers.
“Families who consume a halal diet at home but want to eat Western-style foods that are halal-certified have a specific requirement when it comes to school lunchboxes, so we are delighted Tesco will be stocking our new halal products from our Najma and Jaldee Eats ranges this August in time for back to school, and some of our other retail partners will follow suit in the coming months.
“We’re working hard to support retailers by offering our expertise, consumer insight and two ranges of products which meet the different needs of the halal shopper. As experts in our field, we strive to always innovate and present relevant products which will increase traffic and frequency in the fixture and help grow the whole category.”
