A fledgling Birmingham company set up to provide Halal food products to Britain’s 2.7 million-strong Muslim community has reached an agreement for its goods to be sold at 1,600 Costcutter stores nationwide.
Brunei Wafirah UK has signed a contract under which its Bruneihalal range of frozen flatbreads, snacks, ready meals, sauces, microwavable rices and non-alcoholic bottled drinks will be made available under the Costcutter branding.
The products will be distributed from its headquarters in Saltley and the company says it also has ambitions to supply Halal products to Muslims throughout the European Union.
The breakthrough for the business comes just months after it was founded as the UK arm of Brunei Wafirah Holdings.
Dr Mohammed Nazir OBE, head of the UK operation and former chairman of the European Halal Development Agency, said the agreement was a step towards the company’s goal of becoming a £200 million brand.
He added that the firm was on the brink of signing a deal with one of the UK’s ‘big four’ supermarkets.
“We only attracted the attention of the multiples for the first time two months ago and I feel really delighted Costcutter has been able to see what we are trying to do for the Muslim consumer in the UK,” he said.
“The most amazing thing is, however, that we have achieved this at a time when the greatest part of our product range has still to come on stream.”