Halal food category captain Golden Acre Foods is driving category innovation and growth in the £25.4million (Nielsen, July 2024, Grocery Multiples ) halal chilled meat market with the introduction of five new halal lines across its Najma and Jaldee Eats brands launching into Tesco stores this August.
Golden Acre’s Najma brand is the UK’s leading halal cooked meats supermarket brand (Nielsen, July 2024, Grocery Multiples) and will be expanding its range with the introduction of 3 new products in Tesco on the 19th August.
- Najma Spicy Turkey Rashers (150g, MRRP £2.50) – sitting on shelf alongside Najma’s Standard and Premium Smoked Beechwood Turkey Rashers are these new flavoured, ready to eat Spicy Turkey Rashers which offer wider choice for consumers.
- Najma Original Breaded Chicken Fillets (300g, MRRP £3.50) – following on from the success of Najma’s Spicy Breaded Chicken Fillets is this Original (non-spicy) version made with 100% chicken breast. Ready to re-heat in 15 minutes, air fryer and oven friendly.
- Najma Chicken Chipolatas (200g, MRRP £2.20) – high meat content chicken chipolatas versus rest of market and free from mechanically separated meat. Ready to eat.
In addition, Golden Acre is launching two new halal meat snacks under its Jaldee Eats brand. Launched in June 2023, Jaldee Eats is an innovative on-the-go range of halal snacks. Jaldee means ‘quick in Urdu and the name reflects the convenience nature of the range which has been specifically designed to appeal to young adults. Launching in Tesco on 19th August are the following new Jaldee Eats products:
- Jaldee Eats Turkey Chorizo Bites (80g, MRRP £1.95) – made in Spain to an authentic Spanish recipe, these grab-and-go halal meat snacks are high in protein.
- Jaldee Eats BBQ Chicken Skewers (35g, MRRP £1.00) – made with 100% chicken breast, these barbecue flavour skewers are a high protein, for on-the-go snacking. Each pack contains three mini chicken skewers.
All five new halal products will launch into Tesco this summer, with additional retailer listings expected later in the year.
Karama Khudairi, Senior Brand Manager, Golden Acre Foods, comments: “As a leading supplier of halal products, and market leading Najma brand, it is important for us to continue to innovate and bring a much-needed breadth of range to a growing population of halal consumers. We are therefore delighted that Tesco will be stocking our five new halal products this August from our Najma and Jaldee Eats ranges.
“We are working hard to support Tesco and other 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 into the fixture and help grow the whole category.“
Golden Acre Foods will be celebrating ten years of Najma with outdoor and digital campaigns from August plus there will be additional marketing support for Jaldee Eats.
The halal cooked meat category is growing strongly at 11% year on year. Golden Acre’s successful Najma brand contributed 59% of total category growth (Nielsen, July 2024, Grocery Multiples).
Golden Acre refreshed its Najma brand in May 2021 following extensive consumer research, strengthening its relevance and appeal to UK Halal shoppers. According to latest UK Census 2021 data, there are more than 3.9 million Muslims living in the UK.
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