Premium halal babyfood brand For Aisha has secured listings with Tesco and Morrisons, only months after it was bought out of administration.
From this week, the brand’s six-strong baby purees range will be available from 722 Tesco stores, followed by 30 Morrisons outlets from the beginning of February (rsp: £1.45/130g).
For Aisha, which claims to be the first UK halal babyfood range in pouches, launched into Asda at the end of July. It has since won listings with Ocado, Boots, Tree of Life and Whole Foods Market.
As well as capturing demand from the Muslim community, For Aisha had “all round parent appeal” because of its “super healthy” ingredients list, said founder and majority shareholder Mark Salter, adding a “major piece of NPD” would be unveiled later this year,
“Uniquely, we use herbs and spices to encourage the development of babies’ food palates, negating the need for salt and sugar during early weaning.”
The start-up, which was bought by private investors in October last year and sold soon after to newly incorporated Cooking For Aisha Ltd, expanded its presence abroad this week with a listing across Lulu stores in Abu Dhabi, Dubai, Bahrain, Kuwait, Al Khobar, Riyadh, Doha and Muscat.
The company’s babyfood pouches are manufactured by a third-party in France and are suitable for children aged seven months-plus.