Halal range launches with 16 lines on Amazon Fresh

By Michelle Perrett

- Last updated on GMT

Haloodies has teamed up with Amazon Fresh
Haloodies has teamed up with Amazon Fresh
Haloodies, the halal food brand aimed at millennial Muslims, has launched 16 lines with Amazon Fresh.

The launch followed the long-awaited arrival of Amazon Fresh launched last week (Thursday June 9) in areas of central and east London. The delivery service is available in 69 postcodes offering 130,000 products.

According to Nielsen, 29% of shoppers were aware of its launch and 57% said they would be ‘likely’ or ‘very likely’ to try it. 

Of those that said they would use it, nearly one third (30%) said they would be ‘likely’ to use it once a week. Nielsen predicted this would have the biggest impact on the convenience market.

Of those, 87% said they would be likely to use the same-day service, while 75% would move their existing spend from their current supermarket to Amazon Fresh.

Launched with 14 lines

Meanwhile, the halal brand, whose name was constructed from the words halal and foodies, included 14 lines of pre-packed fresh halal meat. The range comprised Haloodies’ most popular Grade A chicken and free-range lamb and beef cuts. Also included were two ready-to-eat lines – plain, and tikka flavoured 100% cooked chicken breast slices in 130g packs.

The company said the new cooked chicken range and fresh pack sizes catered for busy millennial Muslims, who place a high value on convenience and quality.

Imran Kausar, Haloodies co-founder and md of KKR Halal, which owns the Haloodies brand, said that its availability on Amazon Fresh strengthened its proposition with its core customer group of millennial Muslims.

Customers were concerned about the general quality of halal products on the market and “actively seek”​ out a brand they can trust, he said.

‘Completely new for the halal consumer’

Noman Khawaja, Haloodies co-founder and sales director of KKR Halal, said: “We have been working with Amazon for over a year planning our halal range. We are particularly excited about the launch of our new and versatile cooked chicken range, which is completely new for the halal consumer to enjoy.

“We can bring convenience and taste to the consumer in a product that is 100% chicken breast meat. Through Amazon Fresh, it will be delivered to your door with fast and flexible delivery.”

Haloodies launched in 2014 with a range of pre-packed fresh chicken, lamb and beef with online retailer Ocado. It was the online grocer’s first halal meat brand.

KKR Halal took over the Haloodies brand in early 2016 and aimed to create the first global halal food brand. It said further launches will be announced soon.

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