Leading world food frozen brand, Humza, has unveiled a brand refresh on its classic range and launched a new premium selection of Asian snacks and sides under the sub-brand, Humza Signature.
Humza, with annual sales in excess of £12 million, is one of the largest suppliers of halal frozen foods into retail in both the UK and Europe. Its range features samosas, spring rolls, kebabs, sausages, parathas, breaded chicken, frozen vegetables, premium hand-stretched naan breads and much more. It combines select cuts of halal meat, blended with traditional herbs and spices for an unmistakeable, Asian home-cooked taste, producing an impressive 35 million handmade samosas every year.
New packaging designs, featuring a simplified logo and enticing food imagery, are aimed at modernising the brand, for a sleek look and feel which will take Humza into its next era of growth. Its classic range now features a crisp white background with colour banding to differentiate product lines. Meanwhile its Humza Signature range features a chic and stylish black slate tile background for a luxury finish.
The roll out of the refreshed packaging and new lines begins this month and is commencing in phases, to help customers adjust to the change.
The Humza brand is stocked in over a thousand national retail stores, including Tesco, Sainsbury’s, Asda, Morrisons and Farm Foods. In line with the brand’s commitment to expand its convenience offering, it now offers over 45 frozen skus, many with national retail listings. Humza is also listed with over 800 independent retailers across the UK, making its products easily accessible to all.
Harry Dulai, Group Chief Executive Officer, Surya Foods, said: “We are excited to unveil this brand refresh, the first major change to Humza’s packaging since we acquired the brand in 2016.
“Our classic range has not changed. We are committed to maintaining everything that is exceptional about the Humza brand. For instance, all Humza samosas are handmade, rather than machine made, and prepared with carefully selected herbs and spices for that unmistakable Asian, home cooked taste. Competitive pricing also remains at the heart of what we do.
“However, consumers are increasingly keen to enjoy restaurant standard Asian foods, from the comfort of their homes, which has inspired our Humza Signature range. This premium collection is prepared with fresh herbs and spices, a higher meat content and added special ingredients – making the Humza Signature range perfect for those extra special moments.
“Our aim is to create a contemporary Humza for our existing loyal customers, that also appeals to a wider audience who love and enjoy traditional Asian foods.
“Classic Indian foods, like paratha, are finding a new lease of life on social media platforms like TikTok, where all kinds of delicious ‘paratha sandwich’ ideas have been trending. This opens up a whole new audience for Humza.”
The Humza range recently secured a new, significant listing with Costco for its range of parathas.
As part of its expansion into international markets, new listings have also been confirmed in Canada’s Westwind Wholesale stores, which are stocking Humza’s traditional range of popular Asian breads (paratha/naans) and vegetables, from this month.
The stylish new packaging is already attracting wider interest from several national retailers. Humza has also launched an updated website as part of its brand refresh.
Demand for halal food has grown significantly in recent years. Just over five per cent of the UK’s population identify as Muslim and follow a strict halal diet.
The UK’s Muslim demographic is also comparatively young. Of the 3.9 million people who identified as Muslim in the Census 2021, 84.5% were aged under 50 years. Humza is keen to keep pace with its modern audience. This has been reflected across its NPD, which has seen Humza expand its range to offer Muslim consumers greater choice, including adding more trendy and modern lines in recent years.
Surya Foods is behind the UK’s leading dry rice brand Laila basmati rice, as well as Thai Dragon – the UK’s favourite Thai sriracha sauce brand. It also produces a plethora of popular world food brands including Sun Hee (Korean), Trophi (Greek), Khao Chi (Indo-Chinese) and Akira (Japanese).
