The Publication For The Grocery Trade

Counting the Ramadan days - in chocolate

Ramadan is the most important festival of the Muslim year and Halal specialists Tahira Foods have come up with a novel and delicious way of celebrating it - a chocolate calendar. It contains 30 pieces of milk chocolate each embossed with a traditional symbol within its own plastic cell so that they can be removed individually daily during the holy month. Every chocolate is also accompanied by a quiz printed on the plastic covering it. The calendar itself comes in a highly decorated box covered in Islamic illustrations and messages designed specifically to appeal to children. Tahira Foods' Ramadan Chocolate Countdown Calendar will retail at £2.49. Explains Tahira Foods' Marketing Executive Faiza Akmal: "Ramadan begins in September and the calendar has been created to provide a method of bringing its purpose to children in an exciting and enjoyable way. It is similar to Christian Advent calendars in that it focuses on the event but in a fun way." Tahira is launching an intensive consumer campaign during Ramadan including advertising on Islamic television and radio stations, in the Muslim press, on bus panels throughout London plus advertising and promotions at the forthcoming one day cricket matches between England and India. Tahira Foods Tel: 020 8795 3113 www.tahira.com