Halal baby food firm revamps image

Halal baby food company For Aisha has launched its rebranded image, alongside introducing an alternative flavour to the range. 

Available exclusively in Asda, the products are made from certified British halal meat. The new packaging includes a convenient tray format, allowing infants to feed themselves. They also come with clearer labels to convey the positive health messages and ingredient benefits.

The range includes: Chicken & Sweet Potato Curry; Green Bean & Lamb Curry; Chicken Quinoa & Vegetable Stew; and Date & Apricot Tagine with Lamb. The dates are a new ingredient for the range.

Belgian-Moroccan chef and company founder Mark Salter helped to create the recipes using a range of herbs, spices and exotic ingredients, designed to deliver complex flavours to the target audience’s growing taste palate.

“The fresh, eye-catching new packaging communicates the ‘taste adventuring’ story in a warm and friendly way as well as delivering interesting facts about the brand, the recipes and the places from where they originate,” said Salter. “The stunning illustration and images convey the goodness and premium quality of the recipes many parents are looking for.”

The products are available in 190g trays and are aimed at infants over the age of 10 months old. The brand prides itself on being free from preservatives, artificial flavours and colours. They have been tested by a registered dietitian and do not contain any added sugar and salt. They’re also dairy-free, gluten-free and free from soya and nuts.

This rebranding is Stage 3 of the products’ introduction to the market. Stage 2 pouches were launched into Asda at the beginning of August 2015, with the range now being available in Asda, Morrisons, Tesco and Boots, among others, including international markets.

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