Norwegian brand Nasim’s Halal Baby Food hits UK retail shelves this month after the firm secured a distribution deal with Worldwide Brands.
The brand launched in Norway in 2013 but was founded in 2010 by Norwegian mum Nasim Rizvi.
The range, which targets Muslim families, comprises of halal infant formula (‘1' for babies up to six months old and ‘2' for six months onwards) and five ready-made halal meal pots suitable for babies from six to ten months old. Recipes include oriental salmon supper, cottage pie and spaghetti bolognese and all meals are artificial flavour, colour and preservative free.
The launch will be supported by a promotional campaign which will include advertising and PR, price promotions, direct marketing and sampling.
Guy Harris, commercial director, Worldwide Brands commented: “This will be a comprehensive marketing campaign to raise awareness among young Muslim families, particularly those where both parents work and they do not have the time to prepare their own baby food.”
With an emphasis on its iron content, Rizvi says the range is a way out for Muslim parents who often struggle to find baby foods that contain halal meat, that give their babies the right amount of nutrients.
Rizvi says: “Meat is a vital source of iron and vitamin D. With our baby food enriched with vitamin D and halal meat and, uniquely, fortified with iron, we offer children of Muslim origin a new source of nutrition that is specially adapted to their needs and culture.”
The range will retail at GBP9.99 for infant formula (800g) and GBP1.39 per 120g meal pot pack.