Golden Acre Foods, the business behind the UK’s most trusted halal cooked meats brand Najma, is rolling out a major packaging rebrand from July 2026, introducing a modernised design that strengthens appetite appeal, improves navigation for shoppers and sets the foundation for future category expansion.
The new look brings a more contemporary and foodie look to the brand, with vibrant overhead food photography, cleaner layouts and a refreshed colour strategy that improves clarity at fixture. The redesign has been developed to enhance food appeal while preserving Najma’s accessible, inclusive ethos.
Najma is currently stocked in Tesco, Sainsbury’s, Asda, Morrisons, Ocado and selected Co‑op stores, as well as key convenience and wholesale channels including Costco, Booker and Bestway. Golden Acre’s Najma brand is the UK’s leading halal cooked‑meats supermarket brand with a 60 percent value share in grocery multiples. The range spans 28 products, from staple lunchbox favourites such as chicken and turkey slices to newer, more innovative options including breaded chicken fillets, pizza toppings and dry‑cured tapas‑style meat selections.
Rebecca Cutter, head of marketing at Golden Acre Foods, comments: “Our new foodie‑led packaging has been created with busy halal families in mind, making it easier to find trusted products for everyday meals and school lunchboxes while giving retailers a stronger, more modern presence in the chiller. By combining vibrant food photography with clearer navigation across the Najma range, we are confident the redesign will help drive engagement, increase frequency at fixture and support long term category growth. This evolution is about future‑proofing the brand and giving it a stronger identity in keeping with more mainstream food brands.”
According to the latest UK Census 2021 data, more than 3.9 million Muslims live in the UK, with projections suggesting this will rise to 5.5 million by 2030. Demand for quality halal food from trusted brands continues to grow and with it the need for more contemporary halal formats for first, second and third generation Muslim shoppers.
Continues Karama Khudairi, senior product & innovation manager at Golden Acre Foods, said: “The market has seen growth in convenience, ready-to-heat and food-to-go, alongside products that mirror mainstream British formats – from sliced cooked meats to ready meals and sharing platters. We’re delighted to be driving both innovation and supply in this sector and supporting halal with significant investment.”
