World foods and category expert Golden Acre Foods is supporting UK retailers’ instore and online seasonal promotions for Ramadan with a tranche of high-performing products for the occasion.
Golden Acre Foods has worked in partnership with Tesco to bring Middle Eastern non-alcoholic malt drink brand Barbican to the power aisle in 88 stores for Ramadan. Three different Barbican skus will be merchandised in the world food aisle, not the alcohol free section – Pomegranate, Strawberry and Apple (6 x 330ml, RRP £8). Barbican is the leading non-alcoholic malt drink brand in six western and central Asian countries and has its own Instagram channel focused on alcohol free fun.
Another brand going into the seasonal aisle in both Tesco and Sainsbury’s before 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 with consumers increasingly focused on healthy eating, dates are also classed as a superfood globally. Golden Acre Foods is introducing nine skus on WIGIG promotions in Tesco1 from 20th January to 18th March, and three skus in Sainsbury’s2, available until 20th March, in a total of 228 stores (RRPs from £4.50 to £15.00).
In addition, Golden Acre is bringing Pakistan’s top biscuit and cake brand EBM (English Biscuit Manufacturers) into a total of 228 UK supermarket stores from 20th January, following a successful first outing in supermarket retail in 2025. EBM is one of the largest production facilities in Asia and bakes 100 million biscuits daily, reaching 500 million consumers worldwide.
In the UK, EBM will be on the power aisle for Ramadan in Tesco and Asda, with some WIGIG items in Asda and Sainsbury’s. Skus on shelf in January include – Party Pik Biscuits (RRP £0.40, 54g), Sooper Biscuits (RRP £0.40, 60g), Peanut Pik Biscuits (RRP £0.40, 59g), Click Biscuits (RRP £0.45, 59g) and Rio Biscuits (RRP £0.40, 56g).
Finally, Golden Acre Foods is also supporting ADF with the launch of Ashoka, one of the UK’s most trusted South Asian and ethnic food brands, in time for Ramadan. With decades of loyalty among South Asian consumers, Ashoka is growing its footprint in mainstream retail in Tesco and Co-Op and will relaunch in January 2026 with a more premium look and unified packaging across Ashoka’s frozen, ambient and pickle ranges. The relaunch is backed by a nationwide integrated marketing campaign with activity planned across TV, YouTube, outdoor, digital and retail, with a specific focus on areas with strong South Asian communities.
Ramadan as a seasonal event in UK retail has grown significantly in recent years as retailers look to maximise sales and build shopper loyalty in the world food aisle during this key period.
Says Rebecca Cutter, head of marketing for Golden Acre Foods: “Supermarkets are increasingly promoting themed weeks to shoppers in the seasonal fixture – both instore and online – which helps to drive shoppers to the stores 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 to raise awareness of the importance of stocking the right range during these festivals. 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 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 11 skus from Jomara are in Tesco from 20th January: Jomara Khidri Dates 12 x 400g, Jomara Date Maamoul 12 x 200g, Jomara Date with Pistachio 10 x 400g, Jomara Date Assorted Filled 10 x 375g, Jomara Ajwa Medjool Dates 12 x 400g, Jomara Date Assorted Filled 8 x 200g, Jomara Date Chocolate Mixed Flavours 12 x 250g, Jomara Dates/Pistachio 8 x 200g.
[2] Sainsburys are stocking the following 3 Jomara skus from January: Jomara Ajwa Medjool Dates 12 x 400g, Jomara Date Chocolate Mixed Flavours 12 x 250g, Jomara Dates/Pistachio 8 x 200g.
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