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Last Updated: Sep 25th, 2006 - 11:36:04 |
Tesco targets chocolate-loving Muslims
04/09/2006 - British retailer Tesco is branching out to target Islamic consumers by launching a range of halal chocolate.
The orange and caramel chocolate bars, produced by Ummah Foods, will go on sale in the supermarket's outlets in time for Ramadan, which falls on September 24 this year.
By appealing to Muslim consumers with a sweet tooth, Tesco hope to extend their range of ethnic products and make inroads into the growing niche market.
The Islamic Food and Nurition Council of America (IFNCA) estimates that 30m Muslims are living in Europe and, according to Halal food market expert Nordin Abdullah, executive director of Malaysian Kasehdia, they “have huge purchasing power in comparison with those in the Middle East or North Africa.”
The bars will first be trialled in Northern areas of England where there is a heavy concentration of Muslims.
Tesco's ethnic food buyer Jay Popet said: “We are very pleased to introduce the Ummah Foods chocolate range into our stores. Not only is it a very good product but it complements our fast growing and diverse halal food range.
“We understand that the needs of the Muslim consumer are changing and we are committed to meet these evolving demands.”
The halal food market has never been measured but estimates range from $150 (€117bn) to $500 bn (€389bn)
Most of the halal requirements relate to meat and animal-related ingredients.
Confectionery however is commonly forbidden as ingredients such as gelatin, enzymes and emulsifiers, are considered Mashbooh (questionable) because the origin of the ingredients is not known.
Ummah Foods already supply the chocolate to a number of bookshops, newsagents and universities in the UK.
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