Golden Acre Foods Boosts £25M Halal Market with Najma and Jaldee Eats

Golden Acre Foods, a prominent leader in the UK’s halal food market, is at the forefront of innovation and growth within the £25.4 million halal chilled meat sector. The company is set to launch five new halal products under its widely recognized Najma and Jaldee Eats brands. This product expansion, which will debut in Tesco stores this August, represents Golden Acre Foods’ commitment to catering to the growing demand for high-quality, convenient halal food options in the UK. As the halal food market continues to expand, driven by a rising Muslim population and increasing consumer awareness, Golden Acre Foods is strategically positioning itself to capture a larger share of this lucrative market.

The Rise of Golden Acre Foods

The halal food market in the UK has seen significant growth over the past decade, with more consumers seeking out halal options not only for religious reasons but also for perceived quality and ethical standards. According to the latest figures, the UK’s Muslim population exceeds 3.9 million, about 6.5% of the total population. This demographic shift has led to a surge in demand for halal products across various categories, including fresh and frozen meats, ready meals, snacks, and even confectionery. The halal food market in the UK is now estimated to be worth over £1.2 billion annually, with chilled and frozen halal meats playing a pivotal role in this growth.

Golden Acre Foods has been a key player in this market, leveraging its expertise and deep understanding of halal consumers to develop products that resonate with this growing audience. The company’s Najma brand, in particular, has become synonymous with high-quality halal-cooked meats, earning its place as the leading supermarket in the UK.

Expanding the Najma Brand: Catering to Diverse Tastes

Golden Acre Foods’ Najma brand is a cornerstone of the company’s product portfolio. With its reputation for quality and authenticity, Najma has successfully captured the loyalty of halal consumers across the UK. The brand’s latest product offerings, set to launch on August 19th, 2024, in Tesco stores, reflect Golden Acre Foods’ commitment to meeting its customers’ diverse tastes and preferences.

1. Najma Spicy Turkey Rashers (150g, MRRP £2.50): This new addition to the Najma range builds on the success of the existing turkey rashers. The Spicy Turkey Rashers offer a bold flavor profile, catering to consumers who enjoy a bit of heat in their meals. These ready-to-eat rashers are ideal for breakfast, sandwiches, or even as a topping for salads, providing a versatile option for busy households.
2. Najma Original Breaded Chicken Fillets (300g, MRRP £3.50): Following the popularity of Najma’s Spicy Breaded Chicken Fillets, the brand is introducing an original, non-spicy version. Made with 100% chicken breast, these fillets are not only delicious but also convenient, requiring just 15 minutes to reheat. Whether prepared in an air fryer or oven, they offer a quick and easy meal solution that doesn’t compromise on taste.
3. Najma Chicken Chipolatas (200g, MRRP £2.20): These high-meat-content chicken chipolatas are designed to stand out in the market. Free from mechanically separated meat, they offer a healthier alternative to other sausages, appealing to health-conscious consumers who are looking for quality ingredients in their food. These chipolatas are ready to eat, making them a perfect addition to any meal.

Innovating On-the-Go: The Expansion of Jaldee Eats

In addition to expanding its Najma range, Golden Acre Foods is also growing its Jaldee Eats brand. Launched in June 2023, Jaldee Eats is an innovative range of halal snacks specifically designed for young adults who lead busy, on-the-go lifestyles. The brand’s name, which means “quick” in Urdu, reflects its focus on convenience without sacrificing quality or flavor.

Jaldee Eats has quickly gained traction in the market, offering a variety of grab-and-go snacks that are not only delicious but also high in protein, catering to the growing trend of healthy snacking. The two new products launching on August 19th in Tesco further expand this range, offering even more options for consumers.

• Jaldee Eats Turkey Chorizo Bites (80g, MRRP £1.95): These bite-sized snacks are made in Spain using an authentic Spanish recipe, bringing a taste of the Mediterranean to halal consumers in the UK. High in protein and packed with flavor, these chorizo bites are perfect for a quick snack, whether at work, school, or on the go.
• Jaldee Eats BBQ Chicken Skewers (35g, MRRP £1.00): Made with 100% chicken breast and seasoned with barbecue flavoring, these skewers are another convenient, high-protein option. Each pack contains three mini skewers, making them easy to carry and eat on the move. These skewers cater to consumers looking for a quick, satisfying snack that aligns with their dietary preferences.

Golden Acre Foods’ Strategic Market Positioning

Golden Acre Foods has strategically positioned itself as a leader in the UK’s halal food market through continuous innovation and a deep understanding of its target audience. The company’s ability to anticipate and respond to consumer needs has been a key driver of its success. According to Karama Khudairi, Senior Brand Manager at Golden Acre Foods, the company’s goal is to “continue to innovate and bring a much-needed breadth of range to a growing population of halal consumers.” The upcoming product launches at Tesco are a testament to this commitment, offering consumers more choices while driving category growth.

The Najma brand, in particular, has played a significant role in the growth of the halal-cooked meat category. Contributing 59% of the total category growth (Nielsen, July 2024, Grocery Multiples), Najma has solidified its position as the leading brand in this space. The brand’s success can be attributed to its consistent focus on quality, authenticity, and consumer relevance. In May 2021, Golden Acre Foods refreshed the Najma brand following extensive consumer research, ensuring that it continues to meet the evolving needs of UK halal shoppers.

Supporting Retail Partners

Golden Acre Foods is committed to supporting its retail partners, including Tesco, by offering products that not only meet consumer demand but also drive traffic and increase purchase frequency. By providing expertise and consumer insights, Golden Acre Foods helps retailers better serve the halal market, ultimately contributing to the growth of the entire category.

As the UK’s halal market continues to expand, driven by a growing Muslim population and increasing consumer awareness, Golden Acre Foods is well-positioned to capitalize on this growth. The company’s focus on innovation, quality, and consumer relevance ensures that it remains a leader in this dynamic market.

Marketing and Future Plans

As Golden Acre Foods celebrates ten years of the Najma brand, the company is ramping up its marketing efforts to raise awareness and drive sales. Outdoor and digital campaigns are set to launch in August, targeting key consumer segments and reinforcing the brand’s presence in the market. Additionally, there will be targeted marketing support for the Jaldee Eats range, aimed at attracting younger consumers who are looking for convenient, healthy snack options.

Looking ahead, Golden Acre Foods plans to continue expanding its product range and exploring new opportunities within the halal food market. With the halal food sector expected to grow further in the coming years, driven by demographic changes and evolving consumer preferences, Golden Acre Foods is well-positioned to lead the way, offering products that resonate with halal consumers and meet their diverse needs.

Golden Acre Foods’ Commitment

Golden Acre Foods’ latest product launches are a clear indication of the company’s commitment to halal consumers in the UK. By continuously innovating and expanding its product offerings, Golden Acre Foods is not only meeting the needs of its customers but also driving growth in the halal food market. With a focus on quality, convenience, and authenticity, Golden Acre Foods is set to remain a key player in the halal food sector, providing consumers with the products they need and retailers with the solutions they require to succeed in this growing market.

As the halal market continues to evolve, Golden Acre Foods’ ability to adapt and innovate will be crucial in maintaining its leadership position. The company’s dedication to understanding and serving its customers ensures that it will continue to thrive in this competitive landscape, delivering products that are both relevant and impactful in the lives of halal consumers.