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Saffron Road Turns Three

Stamford, CT – July 4, 2013 – Saffron Road, the premium packaged food brand of American Halal Co., celebrates its brand’s three year anniversary today, fortuitously on America’s Independence Day, making Saffron Road a true American brand. The success of the Saffron Road brand continues to evolve and grow as the brand’s team initially recognized unmet needs in the marketplace and has since carved out their own niche catering to discerning natural food and halal consumers who prefer premium foods that are held to the highest standards for wholesomeness and culinary excellence – All Natural, Antibiotic Free, Certified Humane®, Hormone Free, Non-GMO Verified, Gluten Free, Halal Certified.

“Given our premise of how deeply underserved our core consumer is, our professional instincts were spot on at Saffron Road in correctly gauging the synergetic needs of both premium halal and natural food consumers - our demographic sweet spot. This has enabled Saffron Road to carve out a beach head in the frozen grocery aisle – where we are the only entrée brand that can proudly claim that we are: halal certified 100% natural, Antibiotic-Free, Hormone Free, and Certified Humane®! Not only is that a tall barrier to entry, but also it has given Saffron Road a very unique brand value positioning from the get-go,” says Adnan Durrani, CEO of American Halal Co. “Our niche is not bound to just one category – ethnic, halal or all natural, but transcends several dietary needs, making way for a more premium choice for consumers with sophisticated and unique tastes.”

In just three years, the Saffron Road brand has:

  • Established their first retail partnership with the world’s largest natural food retailer, Whole Foods Market®, and was the retailer’s debut into the U.S. halal market by being been rolled out nationally in all 11 of their regions
  • Earned numerous exceptional certifications and delivered on these pure claims: Certified Gluten Free, Certified Humane®, Antibiotic Free, Certified Halal, Non-GMO Project Verified
  • Increased its product line from four to now nearly 40 products, including both frozen and shelf-stable
  • Secured over 6,000 grocery retail partners and are slated to be in up to 9,000 stores this year
  • Engaged social networks, multiple iPhone apps, Facebook, Twitter, Pinterest, Instagram followers and emotionally connected big time with halal and natural foods consumers – who were all emboldened to become Saffron Road’s online brand advocates
  • Gained several awards and recognitions not only for its marketing efforts which include a 2012 David Ogilvy Award in the Digital + Media category from the Advertising Research Foundation (ARF) for its campaign Halal History in the Making: Saffron Road and Whole Foods Market Partner Together to Meet Muslims’ Needs during Ramadan, but also has been recognized by top food industry experts like The Supermarket Guru Phil Lempurt, as he declared the brand’s Chicken Tikka Masala entrée, Moroccan Tagine Simmer Sauce, and Falafel Crunchy Chickpea snacks - all ‘HITS.’

“These initial three years have been truly amazing – from identifying supportive retail partners who share our values and understand our market, to the outstanding consumer advocacy,” says Jack Acree, Executive Vice President of American Halal Co. “Our higher standard of ethical consumerism is resonating with both the grocery trade and consumers.”