Golden Acre Foods is expanding its halal offerings with the launch of new product lines under its Najma and Jaldee Eats brands, which will be available in Tesco stores starting August. This move aims to tap into the growing demand within the £25.4 million halal chilled meat market in the UK, providing consumers with a broader and more diverse range of halal options.

The Najma range, known as the UK’s leading halal cooked meats supermarket brand, will introduce three new products: Spicy Turkey Rashers, Original Breaded Chicken Fillets, and Chicken Chipolatas. Complementing this, Jaldee Eats, a recently unveiled on-the-go halal brand geared towards younger, time-poor consumers, will add Turkey Chorizo Bites and BBQ Chicken Skewers to its selection. Earlier, Jaldee Eats also launched microwavable meals such as Thai Green-Style Chicken Curry and Moroccan-Style Chicken Soup, alongside Turkey Deli Sticks, which are already available in selected Tesco stores.

The brand name "Jaldee" means "quick" in Urdu, reflecting the company’s focus on convenience and catering specifically to the lifestyles of younger halal consumers who seek fast, easy meal solutions. This innovation aligns with Golden Acre Foods’ broader strategy to meet evolving consumer needs by offering ready-to-eat and easy-to-prepare halal options.

Golden Acre Foods has also been committed to expanding its retail presence, with the new Najma and Jaldee Eats lines set to support Tesco and other retailers in providing a more comprehensive halal product range. The company plans to continue growing the ranges with additional products and listings across other retailers later in the year, indicating a long-term investment in the halal market sector.

This expansion follows recent efforts by Najma to innovate within the halal market, including product introductions like Pizza Topping Selection and marinated cooked halal sausages, available in major UK supermarkets such as Morrisons, Sainsbury’s, and Asda besides Tesco. The company has also improved shelf-ready packaging and increased distribution to enhance visibility and accessibility.

Golden Acre Foods’ introduction of these new halal products reflects a broader trend in the UK and globally, where halal consumers are seeking not only compliance with dietary requirements but also innovation, convenience, and variety. Industry observers note that meeting these demands is crucial for manufacturers and retailers looking to capitalise on the increasing significance of the halal food sector.