ieat foods was founded by a foodie frustrated by years of restricted, ‘same old’ boring choices. Bubbling away for years, this frustration fuelled a personal quest for Shazia Saleem to create the most exciting halal food range ever developed in the UK.
The team have been busy working in partnership with consumers and some of Britain’s top development chefs at NPD Direct to design an entire range of delicious, contemporary British dishes – made from the finest ingredients and bursting with flavour.
The potential market for ieat is huge. According to the 2011 Census, there are 2.7m Muslims living in Britain and well over half of those are under 30. “It’s the younger generation who wants to eat spaghetti Bolognaise and cottage pie,” explained Ms Saleem. “Our parents wanted the food they grew up with but we feel British, we are British and we love the culture.”
Ieat’s recipes are not only Halal, but “Tayyab”, which means “pure” or “ethical”. “All the recipes use only kitchen cupboard ingredients – you could make them at home,” explains Ms Saleem. “The animals come from certified farms to guarantee the best quality meat.”
Non-Muslims have also taken to ieat’s products. “We’ve given the dishes a bit of a twist for an ethnic palate,” said Ms Saleem. “We’ve added more spices, herbs, garlic and onion. But it’s not just Muslims who like the extra flavour. People are having Mexican for lunch and Thai food for dinner. The dishes we created, with these different flavour profiles, were extremely popular with the non-Muslim testers at our focus groups, too.”
All of their first 12 dishes can be found in the new halal section in the chilled ready meal aisle of selected Sainsbury’s stores in London, Birmingham and Leicester from Wednesday 26th February 2014.
All at NPD Direct wish Shazia and her team every success.
Click on the link below for an introduction to ieat foods: