Halal baby food manufacturer For Aisha has received a ‘major seven-figure’ private equity investment to grow the brand in the UK and internationally.
The injection of funds, from independent infrastructure and private equity investment firm The Foresight Group, will underpin further hires to the management team and investment in trade and consumer marketing.
For Aisha was founded by Mark Salter in 2015 and claims to be the only halal baby food in the UK.
Salter has already strengthened his management team with the addition of Martin Clarkson as director of international sales & brand licensing and Jonathan Burr - ex Plum Baby - in the role of non-exec director.
The cash injection will also fund a broad range of marketing activities over the next 12 months, including PR, sampling, point of sale, event activation, sponsorship and advertising.
Salter commented: “For Aisha is aimed at all parents who want to feed their children nutritious meals with real ingredients. We have a wide variety of meals on offer… developed to help broaden the taste palates and repertoire of little ones, to encourage them to eat a wider variety of foods as they grow.
“Our recipes have been developed by a chef and dietitian and include a delicious blend of spices and herbs so that they taste and smell great. We don’t add sugar or salt, additives or preservatives, so you can be sure you’re feeding your little ones nutritious, real ingredients every time.”
The brand has enjoyed a consistent 30% year on year growth since it launched, with listings in Sainsbury’s, Asda and Ocado, and as such is one of the UK’s fastest growing baby food brands.
Internationally, it is targeting growth in key Muslim markets including Saudi Arabia and the UAE, and will look to develop the brand’s European opportunities in France, Germany and Holland.
The brand has also recently signed a deal with Petty Wood to handle all sales enquiries, and help fulfil its roll out to independent and convenience stores across the UK. The first major launch is with six-strong chain, PAK foods, in November 2019.