Halal food category captain Golden Acre Foods is driving category innovation and growth in the £25million1 halal chilled meat market with the introduction of four new halal lines across its Najma and Jaldee Eats brands this August, in time for Back to School. Tesco has already confirmed listings with further multiple retailers expected to do so.
Golden Acre is expanding its Najma range with the introduction of three new products: Najma Halal 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), made with 100% chicken breast and ready to re-heat in 15 minutes.
Golden Acre’s Najma brand is the UK’s leading halal cooked meats supermarket brand with a 60% value share in grocery multiples1. There are 28 products in the range, from staple lunchbox offerings, such as chicken and turkey slices, to newer, more innovative products like breaded chicken fillets and pizza toppings to dry-cured tapas style meat selections.
Jaldee Eats, Golden Acre’s innovative 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 and is an ideal lunchbox snack for children and adults who are looking for convenient, halal products.
All new Najma and Jaldee Eats products will be supported by Najma’s biggest ever marketing investment to date – a quarter of a million pounds of marketing spend, including a national 6 sheet poster campaign, instore support, digital, social, PR to drive awareness and online couponing to drive trial.”
The halal cooked meat category is growing strongly (+7% value, +4% volume year on year)1, with Najma contributing virtually all – 93% – of total category growth1.
Comments Rebecca Cutter, Head Of Marketing, Golden Acre Foods: “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 into the fixture and help grow the whole category.”
According to latest UK Census 2021 data, there are more than 3.9 million Muslims living in the UK and the demand for quality halal food made by brands consumers can trust is growing.
1(Nielsen, April 2025, Grocery Multiples)
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