Due to the brand’s overwhelming success with it’s initial four Indian Entrees at Whole Foods Market, the retail partner and brand together determined the need for more premium options in the freezer section. Not only is Certified Halal an underdeveloped category, frozen premium items in the all natural and ethnic foods categories are also scarce. Saffron Road seeks to fulfill those unmet needs in the marketplace.
“Whole Foods Market continues to be a very supportive partner that values our brand’s focus on providing consumers with not only all natural and Halal Certified meal choices, but also products that are truly unique and of the highest quality,” says Adnan Durrani, CEO of American Halal Co.
“Good food brings people together and is a huge part of every community,” says Errol Schweizer, senior global grocery coordinator for Whole Foods Market. “The Muslim community is a big part of our customer base, so we were thrilled to work with Saffron Road to develop a line of halal entrees our shoppers can trust. With an exceptional home-cooked taste and the convenience of the freezer aisle, these entrees bring tastes from around the globe to the dinner table in minutes. We’re looking forward to expanding our halal product mix and bringing in even more delicious dishes for our shoppers to choose from.”
These new, convenient meal options are ideal for shoppers who are concerned with what they consume – from those looking for Certified Humane, Halal, All Natural and 100 percent vegetarian fed, to raised without antibiotics. Consumers who prefer gluten-free foods will find that most of the new products are certified gluten-free.
“We started in India with our first entrees, and are now circling the globe to encompass truly global cuisine options in oursuite of products,” says Jack Acree, executive vice president of American Halal Co. “The marketplace clearly lacks premium all natural and Halal Certified options and consumers specifically told us they want to see Moroccan, Thai/Asian and more lamb choices.”
Source: American Halal Co.