Halal turkeys hit supermarket freezers in time for the festive season.

Halal turkeys hit supermarket freezers in time for the festive season.

Premium halal brand Humza has signed up 2017 BBC MasterChef winner Dr Saliha Mahmood Ahmed for a major campaign to promote the launch of its brand new frozen turkey range into national retail.

Both Asda and Morrisons become the first major UK supermarkets to stock frozen halal turkeys.

Muslim shoppers can now buy halal frozen turkeys from selected Asda and Morrisons after the two supermarket giants became the first in the UK to stock them.

Launched by leading UK frozen halal food brand, Humza, shoppers will be able to choose from either a whole bird (4-5kg) or turkey crown (1.8-2kg). The turkeys are available in Asda and Morrisons stores known to serve higher numbers of Muslim shoppers, with RRPs of £16 for the whole bird and £14.50 for the turkey crown.

It is the first time Muslim shoppers will be able to buy a frozen halal turkey from a major retailer – until now it has only been available, fresh, from specialist Halal butchers or supermarket meat counter concessions.

Humza estimates that, although 1.5 million Muslims shop in UK supermarkets, more than three quarters of halal meat sales are in independent butchers. Market research carried out by Humza also found that some Muslim families have made up to 100-mile round trips to source a halal turkey, while others said they were frustrated at the lack of halal meat choices in major retailers. Further research revealed that half (50%) of Muslim shoppers would buy a frozen halal turkey, with just under half (40%) keen to do so for Christmas1.

To mark the launch, Humza’s brand ambassador and former BBC MasterChef winner, Dr Saliha Mahmood Ahmed, has created seven tasty new recipes to help shoppers enjoy a roast turkey dinner with a Middle Eastern twist. Her recipes include Firecracker Roasties, Stir Fried Brussels Sprouts and her take on a Classic halal Roast Turkey.

Saliha said: “Although I always make a big celebratory, family meal on Christmas day, I have found it difficult to source a halal turkey in the past and have sometimes resorted to cooking duck or even roasting a lamb leg. These new products will provide greater choice for Muslim families who want to participate in the British tradition of enjoying a roast turkey meal on Christmas day.

“Turkey is not a meat that we, as a culture, have a great deal of experience cooking with, so the majority of questions directed at me are simply – how do I cook this? And then, it is very much about knowing the technique, learning how to add spice, colour and depth of flavour.”

Harry Dulai, Managing Director of Surya Foods, the global food leaders behind Humza, said: “The arrival of Humza’s new halal frozen turkeys in some of our biggest supermarkets mean Muslim families keen to enjoy this delicious and plentiful bird can do so much more easily.”

Humza’s frozen halal whole turkeys and turkey crowns are now available in selected Asda and Morrisons stores.

Known for its traditional range of popular Asian snacking staples, including samosas and kebabs, Humza continues to expand its range into national retail – upping its offering to Muslim families.

Humza Whole Turkey (4-5kg) RRP £16 & Humza Turkey Crown RRP (1.8-2kg) £14.50.

References

1 – Frozen halal turkey insights, VYPR, March 2021. Circa. 200 respondents; those who always, regularly or sometimes buy and eat halal foods.