The halal focused meat brand called Haloodies has seen growth in sales and popularity in the past four years. The London based company which was started in 2014, is now seeing success and even plans on expanding globally.
“We can’t go global soon enough. It mainly depends on straight-up commercial issues, such as trades and tariffs, but it wouldn’t be unrealistic to say that in the next five years we want to be in the major continents and then look to grow in those markets quite rapidly.” Founders told The National.
However, before going global they must conquer the halal meat market. Imran Kausar and Noman Khawaja had set up the brand in 2014 after the founders tested out the consumer demand for halal food. This was done through the 2013 Halal Food Festival in London, which was also founded by Kausar and Khawaja. A year after the food festival, Haloodies was set up. It was found that there was a big gap in the food market for halal food, especially when it came to non-South Asian products. This gap allowed them to provide for a whole group of consumers that were left out – millennial Muslims.
The founders of Haloodies claim that millennial Muslims identify as Muslim first and then their nationality second. In fact, 90 percent of Muslim consumers claim that their faith impacts what they buy. The brand originally sourced their meat from DB Foods, who they continue to work with. However, they really caught consumer attention after partnering with CP Foods. CP Foods offered a cooked range of meats that gave the brand an opportunity for new, already cooked snacks and products. Southern fried chicken fillets, battered chicken bites and chargrilled chicken mini fillets are some of the snack foods manufactured by Haloodies. The foods that are available online at Amazon Fresh and Ocado, offers to fill the gap between traditional and non-South-Asian halal food.
According to Forbes, the world Muslim consumer number is 1.7 billion. This is a huge opportunity for all manufacturers. In addition, the halal product market is expected to grow to over $58.3 billion by 2022 from its $45 billion U.S dollars in 2016. This market is said to have a huge growth potential – as it grows in North America, the demand from outside country’s will also grow. Aside from the Muslim market, it is believed that halal meat is generally healthier and animals are said to be treated better due to strict guidelines in the Muslim faith. This not only benefits Muslim millennials but all millennials who increasingly show their interest in healthier cruelty-free foods.
Haloodies claims that they got a positive response by non-Muslim consumers as well. If food manufacturers can incorporate halal into their products they might just gain a whole new group of consumers while also pleasing their current demographic.