Dual certification ensures broad acceptance

Co-op Wholesale has teamed up with Express Cuisine to launch its Halal-certified wraps, sub rolls, sandwiches. The range, which has full HMC plus HFA approval, includes flavors like Chapli Kebab Wrap, Chicken Tikka Wrap, Falafel with Lemon & Chilli Mayo Wrap, Chicken Tikka Sandwich, Tuna Mayonnaise Crunch Sandwich.

Co-op Wholesale’s Leigh Cobden praised the brand’s community-driven story plus focus on responsibly sourced ingredients, while Express Cuisine MD Sohel Patel called the partnership a “fantastic” opportunity to reach more customers.

Community principles drive product development

Co-op Wholesale wholesale category controller Leigh Cobden stated that Express Cuisine has a powerful story rooted in community plus principle, noting they’re proud to bring their high-quality, Halal-certified products to retailers.

Cobden explained that with a focus on fresh, handcrafted food made using responsibly sourced ingredients, the range offers both great taste plus peace of mind. It’s a fantastic addition to their Food to Go offer, meeting the needs of today’s diverse convenience customers.

Founded in the 1990s by the Patel family to provide pork-free sandwich options, Express Cuisine has grown into a Halal brand with a focus on eco-friendly packaging plus waste reduction policies.

The launch marks a step toward national expansion, with the range now available for retailers to order via Co-op Wholesale.

Leadership celebrates distribution milestone

Express Cuisine managing director Sohel Patel added that they’re absolutely delighted to be working with Co-op Wholesale to make their range available to more retailers plus customers than ever before.

Patel stated that after a brief delay to launch, it’s fantastic to now see products on shelves, offering great taste, trusted Halal certification, something for everyone to enjoy.

The new launch comes mere weeks after the Association of Independent Meat Suppliers (AIMS) warned that the UK government is failing to capitalize on a multi-billion-pound global opportunity in Halal meat.

Mainstream integration signals market maturation

The Co-op Wholesale partnership represents significant progress in halal food mainstreaming, moving beyond specialty retailers into convenience store networks serving diverse customer bases. Dual certification from both HMC (Halal Monitoring Committee) plus HFA (Halal Food Authority)—the UK’s two major halal certification bodies—addresses the fragmentation problem plaguing halal markets, where different Islamic authorities maintain varying standards, creating consumer confusion.

Express Cuisine’s three-decade evolution from addressing a niche need (pork-free sandwiches) to national distribution exemplifies how halal food businesses can scale by appealing to broader audiences beyond exclusively Muslim consumers. The emphasis on “something for everyone to enjoy” reflects strategic positioning where halal certification becomes one attribute among several (responsibly sourced, eco-friendly, handcrafted) rather than the sole selling point.

The Food to Go category represents particularly strong growth potential for halal products, as convenience-seeking younger Muslims (the “Emerging” consumer segment identified in market research) prioritize grab-and-go options over traditional meals. However, success requires maintaining authenticity (hence flavors like Chapli Kebab Wrap) while offering familiar mainstream options (Tuna Mayonnaise Crunch Sandwich) that don’t alienate non-Muslim consumers who might perceive halal-only retailers as culturally exclusive.

The timing, weeks after AIMS criticized government inaction on halal opportunities, suggests private sector actors are moving ahead independently to capture market share within the rapidly expanding global halal economy, projected to reach trillions by decade’s end. Co-op Wholesale’s embrace signals that mainstream UK retailers increasingly recognize halal not as niche accommodation but as strategic necessity within multicultural consumer landscapes.

Original Article:

Grocery Gazette. (2025, October 16). Co-op expands halal offerings with Express Cuisine launch. Retrieved from https://www.grocerygazette.co.uk/2025/08/12/co-op-express-cuisine-halal/