Saffron Road introduces 8 new products to Whole Foods

Saffron Road Introduces Eight New Antibiotic-Free Products at Whole Foods Market®

From Premium Moroccan & Thai Cuisine to a New Twist on Traditional American Favorites

STAMFORD, CT–(Marketwire – Jun 15, 2011) – Saffron Road, the packaged food brand of American Halal Co., will begin shipping eight additional All Natural, Antibiotic-Free, Hormone-Free, Halal Certified frozen foods to Whole Foods Market (NASDAQ: WFM) stores nationally in June 2011. The eight new products slated for distribution include entrees: Lemongrass Basil Chicken, Moroccan Lamb Stew, Lamb Koftis and Chicken Pad Thai, as well as frozen chicken options: Chicken Nuggets, Chicken Bites, Chicken Tenders and Tandoori Seasoned Chicken Nuggets.

Due to the brand’s overwhelming success with its initial four Indian Entrees at Whole Foods Market, the retail partner and brand together determined the need for more premium options in the freezer section. Not only is Certified Halal an underdeveloped category, frozen premium items in the all natural and ethnic foods categories are also scarce. Saffron Road seeks to fulfill those unmet consumer needs.

“Whole Foods Market continues to be a very supportive partner that values our brand’s focus on providing consumers with not only all natural and Halal Certified meal choices, but also products that are truly unique and of the highest quality,” says Adnan Durrani, CEO of American Halal Co.

“Good food brings people together and is a huge part of every community,” says Errol Schweizer, senior global grocery coordinator for Whole Foods Market. “The Muslim community is a big part of our customer base, so we were thrilled to work with Saffron Road to develop a line of halal entrees our shoppers can trust. With an exceptional home-cooked taste and the convenience of the freezer aisle, these entrees bring tastes from around the globe to the dinner table in minutes. We’re looking forward to expanding our halal product mix and bringing in even more delicious dishes for our shoppers to choose from.”

These new, convenient meal options are ideal for shoppers who are concerned with what they consume — from those looking for Certified Humane®, Halal, All Natural and 100 percent vegetarian fed, to raised without antibiotics. Consumers who prefer gluten-free foods will find that most of the new products are certified gluten-free. Specifically the Entrees make for quick and easy meal options for university students to deskside office lunches. The Chicken Nuggets and Chicken Bites are also great for kids and the Chicken Tenders make for a delicious pairing with a salad.

“We started in India with our first entrees, and are now circling the globe to encompass truly global cuisine options in our suite of products,” says Jack Acree, Executive Vice President of American Halal Co. “Consumers asked specifically for more all natural and Halal Certified options in the Moroccan, Thai/Asian categories, so we are delivering.”

The new entrees are available at Whole Foods Market at the suggested retail price of $5.49 to $5.99 and the frozen chicken options are available for $6.99.

About Saffron Road

American Halal Co. markets All Natural Halal Certified food under the Saffron Road brand. Adnan Durrani, the CEO, and Jack Acree, the EVP, are serial entrepreneurs having been involved in companies like Vermont Pure Spring Water, Stonyfield Farms, Inc., Alexia Foods, and Terra Chips. The Company’s management and Board represent a team of proven entrepreneurs at building premium food brands. Saffron Road’s mission is to offer All Natural Halal Certified and Gluten Free foods, which are also holistic, sustainably farmed, and antibiotic free. Saffron Road’s products are sourced from livestock which is fed only 100% vegetarian feed and are humanely treated. The Company seeks to bring its mission to a higher awakening with the local and global community, embodying a socially conscious company ethic as well as setting the standard for premium quality Halal Cuisine.

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