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Source: Golden Acre 

The brand will launch five new products into Asda next month. It follows a glut of NPD and a packaging redesign in recent months

Halal chilled food brand Najma is to launch an additional five new products in Asda next month as it sets its sights on becoming “the number one halal brand in the UK”.

Lime & Coriander Chicken Pieces (rsp: £2/125g), Hickory BBQ Chicken Pieces (rsp:£2/125g), Spicy Breaded Chicken Fillets (rsp: £3/300g), Spicy Breaded Chicken Wings (rsp: £2.50/320g) and Mini Chicken Sausages (rsp £2/400g) will go on sale in 170 stores on 4 October.

The activity by the Golden Acre Foods-owned brand follows several new Najma listings in Tesco and Sainsbury’s this summer, together with a packaging refresh aimed at widening the brand’s appeal to “increasingly modern, yet respectfully traditional halal consumers”.

“The new identity is all about inspiring discovery, from the distinctive graphic windows that invite consumers into the brand’s bright and vibrant world, to the striking geometric, Arabesque patterns inspired by Middle Eastern culture,” Duncan Kelly, the design director at StormBrands, the brand and design consultancy behind the revamp, said.

Golden Acre Foods senior product & innovation manager Karama Khudairi, said the company had “huge ambitions for Najma”.

“We want to be the number one halal brand in the UK,” she said.

“We are focusing on delivering new, relevant and modern convenience products which are at the heart of our brand purpose of ‘inspiring modern mealtimes’ for our halal consumers and beyond.”

Najma produces a range of cooked and ready to eat products including slices, prepared meats and deli-style products.

Currently, 18 of its products are listed in the top four multiples and The Co-op, the brand said.