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Halal RTE line debuts at Sainsbury's

Ieat halal line is targeted at second-generation British Muslims

A British Muslim entrepreneur has tapped into the desire for mainstream British dishes that are suitable for halal diets. Shazia Saleem said she created the line when she saw there was a gap in the market that celebrated both her British and Muslim identities. The new range of halal ready to eat meals inspired by British traditional dishes rolled out at 23 of UK grocer Sainsbury's outlets in the chilled ready meal aisle. The Ieat brand features 12 meals including four pieces: steak and onion pie, cottage, shepherd, and chicken and leek. All the ingredients in the products are traceable, and are targeted at second generation UK Muslims. The grocery is offering the line to "broaden the choice for the retailer's Muslim customers," said Rich Squire, Sainsbury's world foods category manager in a report. To read full story, go here.

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