UK`s M&S launches market-first own-label halal prepared meal range to satisfy the ever-growing needs of their Muslim customers all over the country. The company claims to be the first major UK based retailer to leverage their already strong relationship with its Muslim customers to enter into this market.
M&S is launching an own-label halal ready meal range to create a more localized offer in selected stores.
From 6 November, 36 stores will offer a range of six Halal Food Authority (HFA) certified meals including Chicken Arrabbiata, Chicken Jalfrezi, and a Chicken Tikka Masala.
“Protecting the magic of M&S Food means leading the way as food innovators, with first-to-market ranges that respond to growing dietary demands and can deliver real commercial impact,” said M&S Food MD Stuart Machin.
“M&S Food is changing to become more relevant, more often to families across Britain and our new halal meal range is a great example of how we are broadening appeal so that more customers can enjoy our delicious, quality food.”
A number of the stores are in London, including in Camden, Clapham, and Croydon. Other cities to get the range include Birmingham, Leeds, and Manchester.
It follows strong sales of a range of branded halal chicken lines, produced by Shazans, that M&S began stocking in selected stores in May, the retailer said.
The new own-label range would help M&S “deliver a better-localized offer” in the 36 stores and was part of its “far-reaching transformation plan”, a spokesman said.
M&S staff following an HFA diet had been instrumental in driving the development of the range.
Simon Pollitt-Khan, store manager at Temple Fortune in London, said: “Following a halal diet, there are limited options if I want to grab something quick and easy for dinner. Whilst some major retailers are starting to stock halal meat, there are still very few opportunities to eat different flavor foods – like Italian or more traditional British dishes – in a convenient halal format.
“Knowing M&S’s heritage for innovation and the growing demand for halal food, I approached the Food leadership team with an idea and it’s great to see it turned into a commercial reality.”
Originally published on www.thegrocer.co.uk