For Aisha baby food pouches, a range of premium halal baby foods, will be available for convenience retailers from mid June.
This will enable independents to capitalise on the rising consumer demand of halal food. The halal market is currently a huge retailer opportunity, worth £700 million pa with Muslims making up 5% of the population (Source: UK Census).
The British owned range was created to expand babies’ taste palates by using a wide variety of healthy, wholesome ingredients. Research has shown that 69% of parents want to expand their babies’ tastes palates (Mintel research) and buy meals for their little ones they could not easily cook for themselves - so these dishes, full of variety and exotic ingredients, offer a solution.
For Aisha comes in six flavours; Moroccan Chicken Tagine with Couscous and Apricots, Shepherd’s Pie with Lamb and Aromatic Spices, Authentic Indian Chicken and Sweet Potato Curry, Mild Curried Chicken Dhal made with Lentils, Jamaican Jerk Chicken with Mango and a Vegetarian Tomato and Chunky Chickpea Curry.
Mark Salter, founder of Cooking For Aisha limited, said: “As parent’s lifestyles get busier, more and more shoppers are seeking quality assurance for their babies. Our food is halal, diary free, nut free and most recipes are gluten free. Availability in the independents makes it much more convenient for parents with specific religious and dietary requirements to purchase the baby food they need.”
The launch is supported by a 30K summer sampling campaign starting at Ramadan to drive awareness and trial amongst families across the UK. The promotional activity includes a free pouch for readers with UK’s number one parenting title Mother & Baby, covermount with leading parenting title Gurgle, participation in Asian and Muslim Melas over summer such as Big Johns Mela in Birmingham as well as intensive blogger promotions.
“The pouches have been a real hit amongst supermarket retailers looking to evolve their offering. Baby food is ranged in all of the supermarket chain small convenience stores and so far the independent trade have missed out on this business. Now with the first halal option they can capitalise on this fast growing shopper demographic, “ added Salter
For Aisha pouches (rrp £1.45 per 130g) are suitable from seven months. The products are ambient and can be stocked next to existing baby food or in the world foods section. For further details www.foraisha.com