Grantham-based for aisha goes from strength to strength with major investment

By The Editor

13th Nov 2019 | Local News

l-r: Non-executive director Jonathan Burr, founder Mark Salter and Foresight MEIF principal Ray Harris
l-r: Non-executive director Jonathan Burr, founder Mark Salter and Foresight MEIF principal Ray Harris

The UK's only halal baby food manufacturer, Grantham-based for aisha, has secured a seven-figure investment in the company.

The cash injection, from leading independent infrastructure and private equity investment firm the Foresight Group, will help the brand develop its UK and international expansion plans, bolster its management team and further invest in its trade and consumer marketing activities.

foraisha was founded by Mark Salter in 2015 and is one of the UK's fastest growing baby food brands.

With an unrivalled diverse range of flavoursome pouches and tray meals, containing around 20 real ingredients - significantly more than traditional baby foods - the brand is popular among muslim parents.

"for aisha is aimed at all parents who want to feed their children nutritious meals with real ingredients,"says Mr Salter.

"We have a wide variety of meals on offer - from pouches including Moroccan Chicken Tagine with Apricots and Chicken Dhal with Lentils, to tray meals including Cambodia Fish & Coconut Curry to Green Bean and Lamb Curry with Lentils.

"They've been developed to help broaden the taste palates and repertoire of little ones, to encourage them to eat a wider variety of foods as they grow.

"The for aisha range is halal and tayyib. Our recipes have been developed by a chef and dietitian and include a delicious blend of spices and herbs so that they taste and smell great.

"We don't add sugar or salt, additives or preservatives, so you can be sure you're feeding your little ones nutritious, real ingredients every time."

For aisha has seen consistent 30 per cent year-on-year growth since its launch and products are currently sold in Sainsbury's and Asda and online via Ocado and foraisha.com.

The management team has recently been strengthened with the appointment Martin Clarkson as Director of International Sales & Brand Licensing and Jonathan Burr – ex Plum Baby – joined in the role of non-executive director.

The company will invest in a broad range of marketing activities over the next 12 months, including PR, sampling, point of sale, event activation, sponsorship and advertising.

Mr Clarkson's first remit will be to help oversee the international expansion of the company to key Muslim markets, including Saudi Arabia and the UAE, and develop the brand's European opportunities in France, Germany and Holland.

     

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