By MARTIN DELGADO, Mail on Sunday
Last updated at 21:54 18 November 2006
Leading sweets manufacturer Haribo has launched a Halal version of its products aimed specifically at Muslim children.
Haribo began selling the fruit-flavoured jellies, which have been approved by senior clerics, at Asda supermarkets earlier this month.
The sweets do not contain gelatin, which is unacceptable to Muslims because it is made of animal products forbidden under Islamic law.
Alcohol-based colourings and flavourings have also been taken out.
The only difference in the packaging is a green sticker with the word Halal written in English and Arabic.
It is the first time a major confectionery firm has launched a range of products for Muslim consumers.
At present the sweets are being sold only in areas of the North West with large Muslim populations, but there are plans to extend into other parts of the country later this year.
Eight varieties, including the top-selling Gummi Bears, are being distributed in Britain by Manchester-based businessman Neville Finlay, who claims to have been working on the idea for 15 years. He says the products have been a huge success.
The complex new manufacturing process, which involves replacing gelatin with naturally grown cells called hydrocolloids, is carried out at a factory in the Austrian city of Linz.
The sweets are then imported into Britain by Mr Finlay's company, Forest Tree Foods.
The 54-year-old businessman said: "There is a huge market out there for Halal sweets if you can get rid of the gelatin. The Haribos taste more or less the same as the standard product but their texture is a fraction softer and they are not quite so rubbery.
"Sales have been phenomenal. More than 10,000 packets are being sold each week and we hope to sign contracts soon with both Morrisons and Woolworths.
"We sell in mainly Muslim areas. The supermarkets give us instructions according to their customer profiles and then we react.
"I am an Orthodox Jew so my presence in the Halal market might be seen by some as a little weird. But there has never been any friction with my customers and I see the whole thing as a fine example of peaceful multiculturalism.
"The supermarkets have recognised that they can expand into this market without damaging their core trade by withdrawing existing products from their shelves."
Mr Finlay said an Imam from the Muslim Association of Austria had visited the factory to check on the manufacturing process and every ingredient had been given a Halal food certificate.
The Halal Haribos cost the same as the standard product - 79p for a 100g bag - and have their own display rack in some shops.
German firm Haribo, formed in 1920, is one of Europe's biggest sweet manufacturers, selling its products in more than 150 countries.
Read more: http://www.dailymail.co.uk/news/article-417218/The-Halal-Haribos-Muslim-children.html#ixzz3ndJsSB2w
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COMENTÁRIO DO GRUPO:
Food with Allah's
Blessing
Whether drinks, sweets or chocolate: The market for food for Muslims is growing enormously.
Whether drinks, sweets or chocolate: The market for food for Muslims is growing enormously.
For compliance is
the strict "halal" standards rewarded from Allah (Islamic God) for
the life in this world and in the hereafter world expected the muslims. The opposite of "halal" is "haram", which stands for
the "Illegal and Prohibited".
Basically, all kind of food produced from plants are "halal", except intoxicating and toxic products. Particularly problematic is the pig as "omnivorous". On the index so are all foods and ingredients that are components of pork include such as gelatin.
Basically, all kind of food produced from plants are "halal", except intoxicating and toxic products. Particularly problematic is the pig as "omnivorous". On the index so are all foods and ingredients that are components of pork include such as gelatin.
A product can either be Halal or Haram depending on its ingredients and all
activities associated with it from the point of origin to the point of
consumption and going through the entire value chain of that.
The biggest "halal" markets are
in Malaysia, Indonesia and the Middle East. In Europe there are France,
Germany and Great Britain. According to Nestlé, the Muslim population will account
for 30 percent of the world population in the year 2025.
Worldwide gross sales would put at Islamic safe food by experts in up to 2 trillion US dollars.
Worldwide gross sales would put at Islamic safe food by experts in up to 2 trillion US dollars.
The gummy bears make it before. About ten years ago haribo has opened
a factory in Turkey to produce Goldbären
& Co. from bovine gelatin. So Muslims can enjoy the confectionery classics,
because the products from Turkey are certificated with Halal. The effort is
worth it: In the meantime, provides the work in ten European countries. Also in
Germany, the "Halal" -Gummibären avialable. People of Islamic faith
also has many gelatinfree Haribo products. And that is a good example of what
successes can achieve companys if they choose to be targeted to the needs of
the a special population.
On the Haribo Homepage the consumer
can read the Helal certifications. There are diffrent Instututions who can give
the certification. For the consumer it is easy to recognize the helal product
because of the green Halal Stamp on the package.
So not only Haribo is Intressted in the Halal Market. Experts estimate that
the food giant Nestlé earned already more with "halal" -Products than
with organic products.
The addition of "halal" have meanwhile also drinks, dairy products and chocolate - a total of about 300 goods. From 456 Nestlé factories worldwide have around 75 a 'halal' certification with more than 100 own production lines.
The addition of "halal" have meanwhile also drinks, dairy products and chocolate - a total of about 300 goods. From 456 Nestlé factories worldwide have around 75 a 'halal' certification with more than 100 own production lines.
There are many things to be noted to enter a new Market, cultural aspects
and in this case specially Religios aspects. The country of Origin of the Brand is important and where the
product that will be Halal is getting produced. The muslim consumer is
emotionally very sensitive due to several factors including the unit between
religion and life in Islam, unlike Western consumers whose behaviors have
largely envolved independent of the influence of religion due the historical
seperation between state and faith in western societies. The Haribo Helal
Production is in Turkey because the Muslim consumer trust in this production in
a Islamic Country more than when it is important from germany the Origin
country of the brand.
As we discussed in the class there are many factors an barriers for a
global company to enter a new country. In my Oppinion has the consumer
acceptance the highest importancy. Without this your going to fail. The Company
can have a successful Marketing Mix Strategy maybe that fits for the American
Market but this will not fit for every country and every market. The Company
have to research a lot before entering a neew market and getting the trust of their consumers with delivering the truth.
There are Global Helal Standarts which help companies and customers what is
acceptet from Allah´s perspective. Before Globalization there was no mentioning
of the word Halal among muslim consumers, aside from those travelling to
non-Muslim countries. Because in Islamic countrys Halal food is guaranteed. The
practize of Islamic branding has been gaining considerable momentum withhin the
past few years. Within and Outside the Islamic world where muslim people lives.
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