Swedish meatballs maker HKScan is moving into the UK halal market for the first time with the launch of a halal chicken brand targeting younger, convenience-focused Muslims.

Aafiyah - ‘good health’ in Arabic - is now in 80 Sainsbury’s stores in areas with a high Muslim customer base.

The producer is also in discussions with other major supermarkets, according to UK sales manager David Belton.

HKScan has been supplying halal chicken in Denmark and for export for more than 25 years but this is its first attempt to crack the UK’s £3bn halal food market. “There are six million consumers of halal meat in the UK, with sales of halal chicken increasing, particularly among younger consumers because it is affordable and extremely versatile,” said Belton.

Sainsbury’s will initially stock four products: pre-cooked BBQ drumsticks (rsp: £2.50/500g), pre-cooked hot wings (£2.50/500g), raw thighs and drumsticks in foil trays (£3.50/1100g) and raw thighs & drumsticks in foil trays with garlic & herbs (£3.50/1100g).

Research by HKScan found “a growing demand for halal products that are faster to prepare”, reflecting the increasing number of adults in Muslim households who worked full time, and the increase in single-person Muslim households, Belton said. “To date, there has been a limited choice of high-quality halal convenience foods in the UK, so we are confident the Aafiyah range will appeal particularly to younger Muslims.”

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