Tesco and Ummah Foods have together announced the trial of new Ummah Orange and Ummah Caramel Chocolate bars in selected UK stores.
The chocolate bars will be launched in the Bradford, Batley, Slough, Watford and Brent Park stores in the first week of September in time for the Muslim religious fasting event of Ramadan, which this year commences on 24 September.
Ummah Foods managing director Khalid Sharif said: “Muslim consumers are looking for specific products tailored to meet their religious and community needs. Mainstream supermarkets must embrace and reach out to this growing community which unequivocally defines itself by faith.”
By listing confectionery from Ummah Foods, Tesco broadens its appeal to the multifaceted Muslim market, the companies said.
Tesco’s ethnic food buyer Jay Popet added: “We are very pleased to introduce the Ummah Foods chocolate range into our stores. Not only is it a very good product but it complements our fast growing and diverse halal food range. We understand that the needs of the Muslim consumer are changing and we are committed to meet these evolving demands.”