for aisha goes from strength to strength with major new investment

for aisha, the award-winning halal baby food manufacturer, has announced a major £seven-figure investment in its company. The injection of funds, from leading independent infrastructure and private equity investment firm, the Foresight Group, will help the baby food brand develop its UK and international expansion plans, bolster its management team and further invest in its trade and consumer marketing activities.

for aisha, one the UKs fastest growing baby food brands, was founded by Mark Salter in 2015 and is the only halal baby food in the UK. 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 amongst Muslim parents in the UK*. 

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

And it’s working. for aisha has enjoyed a consistent 30% YoY growth since it launched and is one of the UK’s fastest growing baby food brands. It’s currently sold in Sainsbury’s and Asda and online via Ocado and foraisha.com.

Salter has already strengthened his management team with the addition of Martin Clarkson as Director of International Sales & Brand Licensing and Jonathan Burr - ex Plum Baby - in the role of non-exec director. He’s investing in a broad range of marketing activities over the next 12 months, including PR, sampling, point of sale, event activation, sponsorship and advertising.

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

Closer to home, for aisha has recently signed a deal with Petty Wood to handle all sales enquiries, and help fulfil its roll out to independent and convenience stores across the UK. The first major launch is with six-strong chain, PAK foods, in November 2019.