DEPOK – Golden Acre Foods, a dominant force in the UK’s halal food sector, has announced the launch of four new halal product lines targeting the back to school market. The company is investing significantly in this expansion, committing a quarter million pounds to marketing efforts designed to promote the new offerings across its established Najma and Jaldee Eats brands.

Najma Brand Strengthens Market Leadership Position

The company’s flagship Najma brand, which currently holds a commanding 60% value share in grocery multiples within the halal cooked meats category, will introduce three new products in August. These additions include Halal Wafer Thin Chicken Slices priced at £2.70 for 125g, Halal Spicy Pepperoni Slices at £1.75 for 80g, and Southern Fried Breaded Chicken Fillets at £3.90 for 300g.

The new chicken fillets are manufactured using entirely chicken breast meat and require just 15 minutes for reheating, addressing consumer demand for convenient meal solutions. Tesco has already confirmed product listings, with additional major retailers expected to follow suit in the coming months.

Jaldee Eats Introduces Convenient Snacking Options

The Jaldee Eats brand, whose name derives from the Urdu term meaning “quick,” will expand its on-the-go halal snack portfolio with Spicy Turkey Bites. These 40g packages, retailing for £1, are specifically designed as convenient lunchbox options suitable for both children and adults seeking halal-certified products.

Comprehensive Marketing Strategy Supports Launch

Golden Acre Foods has allocated its largest marketing budget to date for supporting these new product introductions. The comprehensive campaign includes national six sheet poster advertising, in-store promotional support, digital and social media engagement, public relations activities, and online coupon distribution to encourage consumer trial.

Growing Market Demand Drives Innovation

The halal cooked meat sector is experiencing robust growth, with value increases of 7% and volume gains of 4% year-over-year. Remarkably, the Najma brand accounts for 93% of total category growth, demonstrating its significant market influence.

According to Rebecca Cutter, Head of Marketing at Golden Acre Foods, the company recognizes the specific needs of families following halal dietary requirements who desire Western-style food options for school lunches. The 2021 UK Census data indicates more than 3.9 million Muslims reside in the UK, creating substantial demand for trusted halal food brands.

Strategic Focus on Category Development

Golden Acre Foods positions itself as a category expert, offering retailers specialized knowledge, consumer insights, and diverse product ranges designed to meet varying halal consumer preferences. The company’s strategy emphasizes driving increased customer traffic and purchase frequency while contributing to overall category expansion within the £25 million halal chilled meat market.

Original Article:

Duncan, G. (2025, August 27). Golden Acre Foods launches halal lunchbox lines in time for back-to-school, supported by six-figure marketing plan. The Grocer. https://grocerytrader.co.uk/golden-acre-foods-introduces-new-halal-lunchbox-lines-in-time-for-back-to-school-supported-by-six-figure-marketing-plan/