The new range is aimed at opening up choices for Muslims living in the UK by making much-loved British favourites suitable for those who follow a halal diet.
“I’m British and I’m Muslim and love being both,” said Saleem. “The two aren’t mutually exclusive, yet when I was growing up supermarket shelves told me otherwise. I’ve always wanted to have a good shepherd’s pie or a lasagne. Funnily enough, we don’t all eat curry three times a day!”
ieat will launch into 23 Sainsbury’s stores (southeast and Midlands) from 26 February 2014, with 12 product lines in the chilled ready meal aisle.
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