World foods and category expert Golden Acre Foods is supporting UK retailers’ instore and online seasonal promotions for Ramadan with a wave of new product launches for the occasion.
Golden Acre Foods has worked in partnership with Tesco and authentic Indian sweets and snacks brand Bikano to introduce an exclusive edition Bikano Ramadan Biscuit Tin which is expected to be popular with Asian consumers who historically have bought generic cookie tins to give as gifts during key festivals such as Diwali and Ramadan. The limited edition tins are launching into 150 Tesco stores in January, offering an authentic gift for the Ramadan celebrations (RRP £4).
Another new launch planned for the seasonal aisle at the end of January is Jomara Dates. Jomara is a leading brand within the Middle East, known for its high quality, premium taste products. The Jomara brand is from the same company that produces Bateel super premium dates for Selfridges and Harrods.
Dates are a staple gift given during Ramadan and, for the first time, Golden Acre Foods is helping bring the brand to UK grocery retail. With consumers increasingly focused on healthy eating, dates are classed as a superfood globally. Six SKUs from Jomara will launch into Tesco from 23rd January in 50 stores1 and two SKUs will launch into Sainsbury’s stores in time for the start of Ramadan2 (RRPs from £4.50 to £15.00).
In addition, Golden Acre is instigating the launch of a new range of EBM (English Biscuit Manufacturers) biscuits into 95 Sainsbury’s stores and 57 Tesco stores. EBM is a leading Pakistani food company and corporate umbrella for 16 consumer brands that are all household names in their home market. Two EBM biscuit SKUs will arrive on Sainsburys & Tesco shelves in January – Party Pik Biscuits (RRP £0.40, 54g) and Sooper Biscuits (RRP £0.40, 60g). With a further 3 also launching in Tesco – Peanut Pik Biscuits (RRP £0.40, 59g), Click Biscuits (RRP £0.45, 59g) and Rio Biscuits (RRP £0.40, 56g)
The new launches follow the success of another Golden Acre Foods brand, Jaimin Indian snacks, whose initial introduction into Sainsbury’s for Ramadan in 2023 saw the popular Asian snack sell out within two weeks. In 2024, Golden Acre upped Jaimin’s presence in two UK supermarkets for both Ramadan and Diwali celebrations. Sainsbury’s gave the range increased shelf space in its seasonal aisle and Tesco featured four Jaimin snack products on a WIGIG deal in select stores. For this year, Golden Acre is similarly increasing Jaimin’s presence in (retailers?) stores to ensure the products are available to shoppers for their Ramadan celebrations.
According to Rebecca Cutter, head of marketing for Golden Acre Foods, supermarkets are increasingly promoting themed weeks to shoppers in the world food aisle – both instore and online – which help to drive shoppers to the category and satisfy their need for authenticity and familiarity:
“We work in partnership with retailers to help them develop their seasonal and world food ranges and introduce new lines which we know will be popular with consumers, particularly around important events such as Ramadan and Diwali.
“By working closely with retailers to promote a variety of authentic cuisines during themed weeks we expect more consumers to be drawn to the world food fixture. This ensures the category remains interesting to shoppers and can continuously adapt to reflect changing food and shopper trends.
“The popularity of South Asian cuisine, specifically Indian and Pakistani, continues to be hugely significant in the UK, not just reflecting the population’s ever-changing demographic but also due to wider, more mainstream understanding of South Asian culture, religious festivals and authentic cuisine.”
The new product launches are being supported throughout Ramadan in conjunction with retailers and the suppliers themselves, with a focus on driving awareness and conversion to sales in store. Key initiatives include helping them set up a social presence alongside in store shopper activation and digital out of home and dot com search.
[1] The following Dates skus from Jomara are in Tesco from 23rd January in 50 stores: Jomara Ajwa Madinah Dates 400g, Jomara Dates with Pistachio 400g, Jomara Dates Assorted Filled 400g, Jomara Dates Chocolate Dark Mixed Flavour 100g, Jomara Dates Chocolates Dark Mix 4 Flavours 250g (gift pack), and Jomara Dates Maamoul Cookie 200g.
[2] Sainsburys are stocking the following 2 Jomara skus from 13th January: Jomara Filled Dates with Pistachio will launch into 37 stores, and Jomara Dark Chocolate Covered Dates 100g will be stocked in 74 stores.
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