SEAFORD, Del. – Allen Harim recently launched a brand update of the company’s Halal chicken product line. The new name is Oasis All Natural Chicken which will replace the current Al Mazra’ ah Halal brand.
New packaging began appearing in local grocery stores throughout the Mid-Atlantic and Northeast United States in November, the company said. The chicken is 100 percent vegetarian fed and free of hormones and steroids.
“Customers tell us they want more than Halal; they want to know the chicken itself is of premium quality, safe and all natural,” Jack Coleman, senior director of sales and marketing at Allen Harim, said in a statement. “We are very pleased by the progress of our Halal line and believe this new look and feel will please our customer base and encourage even more growth.”
Market research by Euromonitor International that was released in May showed the market for halal products is set to grow 5 percent annually. The market for halal products currently is worth $45.3 billion and is forecast to reach $58.3 billion by 2020, according to Euromonitor. Religious and ethnic diversity are driving demand.