Enhanced Focus on One of Its Core Consumer Groups, American Muslims
Stamford, CT – July 8, 2013 – Though only in its third 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 three years, Saffron Road has gone from four initial Certified Halal products at inception, to nearly 40 Certified Halal products sold nationally today.
Saffron Road recently launched 3 new World Cuisine Simmer Sauces, ideal for quick meal preparation during Ramadan. These new Non-GMO Project Verified flavors are Korean Stir Fry, Thai Red Curry, and Harissa. The entire assortment of Saffron Road products will be on sale in over 6,000 stores during Ramadan including Whole Foods Market (during July), Kroger (during August), Publix (during July), Fairway, H.E.B and Central Market (during July), Harris Teeter (during July), Natural Grocers by Vitamin Cottage (during July), Cost Plus World Market (during July), and Sprouts (during July & August) 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% brand loyalty, and retailers and consumers brands can easily boost that to 95% 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 200% 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 recipes and giveaways in collaboration with Halal food experts, Fauzia’s Kitchen Fun and MarocMama. Also collaborating with Saffron Road during Ramadan is global media commentator, The Muslim Guy, who is a regular weekly commentator on NPR’s show “Tell Me More” with Michel Martin, as well as a frequent guest on CNN. His Twitter account was named by The Huffington Post as one of the top 12 Muslim Twitter Accounts in the world. Saffron Road is excited about bringing on Mr. Iftikhar as its newest Brand Ambassador to even more deeply engage the American Muslim and non-Muslim followers during Ramadan.
Saffron Road will continue to incorporate a philanthropic aspect to its campaign supporting 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 keep up-to-date on the brand’s activities and promotions.
All of Saffron Road’s products are Certified Halal by the Islamic Food and Nutrition Council of America (IFANCA).