Halal brand Humza triples chilled offering with 11 new lines  

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HUmza chilled line

Leading halal brand Humza is expanding its convenience offering with the launch of 11 new chilled SKUs.

This takes their chilled range from five to 16 SKUs.

The fresh and ‘ready to eat’ lines include popular and traditional snacking staples from samosas and kebabs to a spicy selection of chicken strips, wings and slices.

The range combines select cuts of halal meat, blended with the finest spices and exotic herbs for an unmistakeable home-cooked taste, the brand said.

Harry Dulai, Managing Director of Flying Trade Group, said: “Due to the enormous success of our frozen lines we are now expanding rapidly into the chilled sector with all the major retailers.

“The UK market has had to rely heavily on scratch cooking to guarantee the provenance of meat in popular everyday items like samosas. However, the enormous success of our brand – double digit growth in the last year alone – is evidence that consumers are on the look-out for premium quality, convenient, halal food.”

Flying Trade Group recently stepped into the burgeoning halal convenience food sector with the acquisition of Humza and ethnic pizza specialists Gino’s. Humza offers over 20 different frozen products, apart from the chilled lines.

The new chilled lines have been launched into Morrisons this month as part of the listing for the full range. Asda launched five products in store during the last few weeks and Tesco offers five SKUs from the original line-up since late last year.

In November 2018 the brand also tripled its frozen lines into Tesco and Morrisons, adding 15 new SKUs. These are available to independent retailers via its online frozen food catalogue: suryafrozenonline.com.