Ed Bedington
Authentic Halal meat is now on offer in Safeway stores across the country.
The retailer launched the range of chicken and lamb products this week, and claims it is the largest offered by any supermarket in the UK.
The own label range, fully certified by the Halal Food Authority, offers seven lines of each and is being made available in more than 40 stores to start with.
Derek Cox, Safeway category manager for meat, said the chain was pleased with the range. "Although it's not a massive launch, it's still a very significant move for us, and it's the first time we've entered the Halal market."
Cox said the price of the product would be comparable with the standard range, and in some cases cheaper. "We didn't think it would have been correct to apply a premium, there's no need."
Masood Khawaja, president of the Halal Food Authority, said it was delighted with the retailer's move: "Muslim customers of Safeway for some time were longing for Halal authenticated and verified lamb, meat and poultry. We're proud to endorse these products."
The lamb is being supplied by HM Bennet while the chicken is by Green Label Foods.
{{MARKET EDGE }}
Authentic Halal meat is now on offer in Safeway stores across the country.
The retailer launched the range of chicken and lamb products this week, and claims it is the largest offered by any supermarket in the UK.
The own label range, fully certified by the Halal Food Authority, offers seven lines of each and is being made available in more than 40 stores to start with.
Derek Cox, Safeway category manager for meat, said the chain was pleased with the range. "Although it's not a massive launch, it's still a very significant move for us, and it's the first time we've entered the Halal market."
Cox said the price of the product would be comparable with the standard range, and in some cases cheaper. "We didn't think it would have been correct to apply a premium, there's no need."
Masood Khawaja, president of the Halal Food Authority, said it was delighted with the retailer's move: "Muslim customers of Safeway for some time were longing for Halal authenticated and verified lamb, meat and poultry. We're proud to endorse these products."
The lamb is being supplied by HM Bennet while the chicken is by Green Label Foods.
{{MARKET EDGE }}
No comments yet