Shelina Janmohamed – The National
UK supermarkets are going the extra mile in their quest for Muslim custom. Well-advertised Ramadan sales with stock for many tastes in iftars are some of the means employed to make connections with the faithful. But there is still work to do, Shelina Janmohamed reports.
Helen Yates, customer planning manager for ethnic foods at Asda, says: “Second and third-generation Muslim customers want a one-stop shop and the convenience of getting everything under one roof.
“In 2014 and beyond we plan to look at the calendar to see how we can further help the Muslim community celebrate more festivals and events by firstly recognising them in store with signage, and secondly putting promotions on the right products.”
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