Al Islami Foods Revamps Brand to Embrace Values

Al Islami Foods, a prominent halal food supplier in the Middle East, has introduced an innovative brand positioning that integrates Emirati culture with a universal appeal. This strategic move targets not only the expansive halal market but also emphasizes values that connect us all—family, community, and shared experiences. By focusing on delivering high-quality, pure, and nutritious products, Al Islami Foods is reinforcing its reputation as a brand that transcends cultural boundaries and unites consumers around the globe.

The launch of the new brand positioning took place at an exclusive event at the Grand Hyatt Dubai, gathering key partners, industry experts, and distinguished guests. This strategic move signifies more than a simple visual update; it is a comprehensive initiative to align the brand with its fundamental belief that “Food is a Blessing.”

By focusing on values such as safety, quality, and holistic well-being, Al Islami Foods is set on a path to create authentic, memorable, and nourishing food experiences, bridging cultural gaps and appealing to both Muslims and non-Muslims worldwide. This repositioning aligns with a growing demand for halal products, with the global halal food market projected to reach $3.2 trillion by 2027, according to Grand View Research.

Al Islami Foods: Revitalized Brand Values

The newly defined brand values are centered around key themes like youth empowerment, education, women’s contributions, love, fraternity, and innovation. Al Islami Foods has always been driven by the mission to provide high-quality, authentic halal products. However, this repositioning gives a fresh and modern outlook to its long-standing principles, while paying homage to its Emirati roots. With a renewed focus on connecting with the younger generation, supporting educational programs, and emphasizing women’s active roles in the food industry, Al Islami Foods hopes to make an impact that goes beyond simply delivering food products.

Saleh Abdullah Lootah, Managing Director of Al Islami Foods, shared insights on the updated direction:
“Our new positioning is more than just a visual refresh; it’s a reflection of our company’s soul. We believe that food is a universal vibe that brings people together and nourishes both body and spirit. By aligning our brand with the values of our founder, we are honoring our heritage while also looking forward to a future filled with innovation in halal food production that reaches communities across the world.”

This philosophy drives the company to maintain high standards across its product lines, from poultry to snacks, ensuring they reflect the brand’s dedication to quality, authenticity, and global appeal. The new positioning emphasizes the significance of food as an integral part of human connection and unity, aiming to foster a shared sense of joy and love among families and communities.

Al Islami’s Strong Presence

As a leader in the halal food market, Al Islami Foods has consistently maintained its position as a trusted and innovative brand. By offering a diverse range of halal-certified products, Al Islami caters to the dietary needs and preferences of consumers worldwide. This is particularly significant as the global halal food market is rapidly expanding, with an increasing demand not only in Muslim-majority countries but also across Europe, North America, and Asia-Pacific regions.

The brand’s reputation is supported by key industry recognitions. In 2023, Al Islami Foods was named one of the Top 5 Halal Product Companies within the Organisation of Islamic Cooperation (OIC), and in 2021, it received the iHalal Brand of the Year award. Such accolades serve as a testament to the company’s unwavering commitment to delivering safe, nutritious, and premium-quality halal products that adhere to strict standards.

Furthermore, the brand is not only focused on the Muslim market but aims to serve everyone seeking nutritious, high-quality food. By promoting halal as a healthy and ethical choice for all, Al Islami Foods is opening up opportunities for cross-cultural connections and positioning halal food as a universal choice.

Expanding Product Innovations

Al Islami Foods’ innovative approach has allowed it to introduce new products that cater to the evolving tastes and preferences of global consumers. In recent years, the brand has expanded its product range to include not only fresh and frozen poultry and meats but also ready-to-eat meals, plant-based options, and snacks. By leveraging cutting-edge technology, such as advanced freezing and packaging methods, Al Islami ensures the freshness, flavor, and quality of its products are retained, meeting international standards and customer expectations.

With health-conscious consumers on the rise, the company has made strides in offering more nutritional options. This includes reduced-sodium and leaner meat products, making halal-certified food appealing to health enthusiasts looking for balanced dietary options. The company is also exploring plant-based halal alternatives to align with global trends in sustainable and eco-friendly food choices, aiming to attract not only traditional consumers of halal food but also vegetarians, vegans, and those interested in ethical eating.

Corporate Social Responsibility (CSR)

Al Islami Foods believes in contributing to society beyond its core business operations. The brand’s commitment to Corporate Social Responsibility (CSR) is reflected in various initiatives aimed at promoting health, well-being, and sustainable practices. By empowering youth, supporting education, and fostering a sense of unity among its customers and employees, Al Islami ensures its impact is felt across different segments of society.

The company actively supports programs that promote sustainable living, responsible consumption, and healthy lifestyle choices. For example, its initiatives to reduce food waste and encourage recycling are in line with global sustainability goals. Al Islami also engages in community outreach programs to promote nutritional education, focusing on balanced diets and the benefits of consuming halal food, which aligns with a broader commitment to global well-being.

The company is also dedicated to supporting women in business, aligning with the growing emphasis on gender equality and empowerment within the UAE and beyond. By investing in the development of its workforce and supporting community-driven projects, Al Islami Foods aims to contribute to building a more sustainable and inclusive future.

Embracing the Global Market

Al Islami Foods’ brand repositioning is designed to appeal to a global audience without compromising its Emirati roots. While rooted in local traditions and culture, the brand’s offerings are tailored to meet the diverse needs of an international market. By focusing on providing food that is not only halal but also safe, nutritious, and flavorful, Al Islami aims to be a go-to brand for halal food globally. The brand’s emphasis on “food as a blessing” underscores its mission to bring joy, love, and nourishment to people across different cultures and communities.

Al Islami Foods recognizes the changing dynamics of the food industry and understands the importance of keeping up with global trends. This repositioning is part of a broader effort to build a strong emotional connection with consumers, reflecting the significance of food in bringing people together.

Al Islami’s Roadmap for Growth

With the halal food market continually expanding, Al Islami Foods is well-prepared to seize opportunities for growth and innovation. The company plans to further its research and development to create new product lines that align with contemporary consumer preferences. By harnessing technological advancements and maintaining high standards of halal certification, Al Islami aims to solidify its leadership position in the global halal market.

The company’s vision for the future is to ensure that halal food is synonymous with quality, nutrition, and ethical standards, making it an appealing option for a wide range of consumers, regardless of cultural or religious background. This holistic approach to brand positioning and product innovation is expected to drive Al Islami Foods to new heights, ensuring its status as a trailblazer in the halal food industry.

The repositioning of Al Islami Foods represents more than a mere brand update; it’s a powerful reaffirmation of the company’s dedication to quality, innovation, and values rooted in both Emirati culture and universal principles. As it seeks to reach consumers worldwide, Al Islami Foods aims to deliver premium halal products that stand for more than just nourishment—they embody the concepts of sharing, community, and ethical consumption.