American Halal Management decided that the time for chickpea has come: enter Saffron Road’s new chickpea snacks, aiming to build on hummus’ amazing growth, while also appealing to natural food consumers because of their highly nutritious qualities such as high protein and low fat content. These new shelf-stable chickpea snack product flavors are: Bombay Spice, Wasabi, Falafel, and Chipotle. Each 1oz chickpea serving contains 6g protein, 4g dietary fiber and 3g fat.

For the freezer section, Saffron Road will be rolling out premium phyllo pastry appetizers in time for Ramadan. These new epicurean hors d’oeuvres are: Vegetable Samosas, Saag Paneer Samosas, Roasted Fig & Goat Cheese Rolls, and Dates, Tamarind & Walnut Rolls. These handmade items are 100% natural and non-GMO (not yet certified).

Adnan Durrani, CEO, commented by saying, “Our innovative social networking clout has tapped into over seven million American Muslim consumers' shopping decisions. Last Ramadan we got thousands of Halal consumers to shop at Whole Foods Market for the first time. This Ramadan we hope to have a multi-fold increase in terms of drawing multiple thousands of Halal consumers into Whole Foods Market stores as a destination store for all their needs. These new appetizer and snack products will facilitate this, whereby Whole Foods stores will also greatly benefit from our promotion of their stores among our loyal shopper base. Our product portfolio in Whole Foods Market is now at 30 items – with 10 items in the non-refrigerated shelf-stable category. This positions American Halal extremely well in terms of Saffron Road brand extension throughout a number of aisles of Whole Foods Market stores.”

Jack Acree, EVP, commented by saying, “This launch is the perfect example of our aggressive business model. While continuing to find gaps in the frozen category, we are also excited to be growing our brand presence throughout the entire store, especially in high volume categories.”