Croatian food processing company Podravka has reported excellent results for 130 of its Halal-certified products in both local and international Halal markets.
Recognizing the potential in the Halal market, in 2014 Podravka obtained Halal certificates for its 4 factories: Vegeta soups, Baby food and cream spreads, Fruit and Kalnik.
The same year it opened an office in Dubai, which covers the markets of Morocco, Egypt, Turkey, Jordan, Iraq, Saudi Arabia, Qatar, Kuwait, Jemen and UAE.
The most popular products in that region are Vegeta all-purpose food seasoning, Lino products: Lino pillows and Lino Lada, Kviki snack and Ajvar.
Since this investment, Podravka has doubled its Halal sales results, while at the same time adapting to the needs of the local market by adjusting communication messages and product range. For example, two new soups – red lentil soup and onion soup - have been developed after a series of tests in Dubai, while the recipes of individual products are being adapted to market needs.
According to Management Board president, Zvonimir Mršić, the number of consumers seeking halal products in target markets is growing, adding that Podravka’s aim is for Halal products to account for 10% of total revenue in five years.
© 2016 European Supermarket Magazine – your source for the latest retail news. Article by Branislav Pekic. To subscribe to ESM: The European Supermarket Magazine, click here.
