Though only in its second year, American Halal Company, Inc.’s brand, Saffron Road, has already established itself as an innovator in addressing the unmet needs of the American Muslim consumer market. In preparation for the month-long Islamic holiday, Ramadan, Saffron Road has significantly augmented its product lines and dramatically expanded its retail distribution nationally to better serve its Halal consumers. In less than two years, Saffron Road has gone from four initial Halal products at inception, to over 30 Halal products sold nationally today.
Saffron Road has several new products ideal for Ramadan, including new World Cuisine Simmer Sauces, frozen phyllo appetizers (a healthier alternative to deep fried samosas for iftars), a family-sized portion of Chicken Tikka Masala and Broths. The entire assortment of Saffron Road products will be on sale in over 5,000 stores during Ramadan including Whole Foods Market (in mid-July), Kroger (during August), Publix (during August), Fairway, H.E.B and Central Market (during August), Gelson’s and Sprouts (during July) and most independent stores where Saffron Road is carried (during July). The Saffron Road team hopes the increased retail availability paired with targeted promotions during Ramadan will incentivize Muslim shoppers to go in their local stores to purchase Saffron Road’s Halal products for festive gatherings during Ramadan, including iftars or the daily traditional breaking of the fasts at sundown.
“We believe Ramadan is an especially relevant time for brands and major retailers to connect emotionally with American Muslim consumers who so often have very few Halal food options at their disposal,” says Adnan Durrani, CEO of American Halal Company, Inc.” As I like to convey to our retail partners, the blessing of Ramadan for them is like 30 Thanksgivings in a row – quite a windfall for any major supermarket! American Muslims have over $170 billion in annual consumer buying power. Major marketing research firms like Ogilvy and Gallop have now confirmed that American Muslims have over 70 percent brand loyalty, and retailers and consumers brands can easily boost that to 95 percent during Ramadan by even the smallest gesture of compassion to this un-served and disenfranchised consumer segment by offering Halal relevancy during their holiest month. We’re thrilled to provide even more quality Halal products that fit into our consumers’ lifestyles, adhere to their dietary principles, and are available nationally at major supermarket stores around the country,” continues Durrani.
Saffron Road and its retail partners have already experienced first hand the benefits of marketing to Muslims. Last year during Ramadan, the brand increased its sales by 300 percent during the month of Ramadan alone. “Our proven success further demonstrates the validity of the Muslim market and continues to be a win-win, not only for our brand, but for our many retail partners as they are able to tap into a new and growing consumer base,” says Jack Acree, Executive Vice President of American Halal Company, Inc.
In addition to sale promotions with its retail partners during Ramadan, Saffron Road will be sharing a series of resources for Muslim consumers preparing for Ramadan, such as how-to videos, recipes and giveaways in collaboration with Halal food experts such as My Halal Kitchen and international cuisine experts such as Maroc Mama. Saffron Road will also incorporate a philanthropic aspect to its campaign; the brand pledges to give $1.00 for each new “like” its Facebook page receives during its Ramadan campaign to its charity partners, Whole Planet Foundation and The International Federation of Red Cross and Red Crescent Societies (IFRC). Stay tuned to the Saffron Road Facebook and Twitter pages during Ramadan to stay up-to-date on the brand’s activities and promotions.
All of Saffron Road’s products are Halal Certified by the Islamic Food and Nutrition Council of America (IFANCA).