The Ummah is Changing: Aerosol Arabic and Muslimyouth.net Join the Launch of the UK’s Second MUSLIM Chocolate Bar
Ummah Foods today announced the launch of the Ummah Orange chocolate bar. The Halal milk chocolate bar with an orange creme centre is the second of Ummah Foods’ products and will hit the stores after Ramadan 2005.
London (PRWEB) October 10, 2005 -- Ummah Foods today announced the launch of the Ummah Orange chocolate bar. The Halal milk chocolate bar with an orange creme centre is the second of Ummah Foods’ products and will hit the stores after Ramadan 2005. Following on from the original Caramel bar it will similarly be available in Islamic Book Shops, Newsagents, Grocers, Mosques, Hospitals and Universities reaching the ever increasing number of Muslim consumers in the UK.
The launch of Ummah Orange is encapsulated by Ummah Foods’ new brand ethos "THE UMMAH IS CHANGING" – the theme of all future branding and marketing exercises. The Managing Director of Ummah Foods, Mr K Sharif, perceives the brand as an articulation of the “changing Muslim world and its culture” moving forward in an exciting and wholesome manner. Sharif reiterates, “Like all our products the Ummah Orange will be halal and ten percent of all net profits will go to Muslim and non-Muslim charities as well as community projects.”
This socio-political venture is mirrored between the partners and the brand itself: Sharif stated in reference to Ummah Orange, “Launching has taken slightly longer than we expected but it was worth the wait. We have been able to harness strong relationships with our partners each representing needs of the wider community: Ummah Foods is a charity and community orientated business; Aerosol Arabic gives voice to urban Islamic artists; Muslimyouth.net provides a crucial service to the, so far ignored, British Muslim youth."
The revival of Islamic Art amongst British Muslims aptly reflects the idea of “The Ummah is changing”. In support for Aerosolarabic.com Ummah Foods commissioned the up and coming British Muslim artist, Mohammed Ali, to design the Ummah Orange wrapper.
Ali stated “I don’t usually do product packaging, however Ummah Foods and “the Ummah is changing” is a philosophy and company I was keen to support and work with. For the Ummah Orange packaging I tried to illustrate the idea of “the Ummah is changing” by pictorially expressing the evolving British Muslim identity using a traditional Arabic script in the guise of contemporary graffiti. The two juxtaposed styles complement each other, representing the current endeavour for Islam to emerge with its own distinctive and balanced identity in the West.”
Muslimyouth.net’s Project Manager Imran Saithna expressed his enthusiasm passionately advocating how "it has recently become clear that the future of Muslim enterprise in the UK lies in collaborative partnerships with both Muslim and non-Muslim socially conscious organisations."
Mr Sharif added "It is important for Ummah Foods to work closely with charities. Ummah Foods is young and thus does not have global reach or vast financial capability however there are limitless areas where a company our size can support the community. Our sponsors greatly appreciate the publicity leveraged from such a launch as it does successfully increase awareness of their own efforts in the community. We created the Ummah Foods Business model intending to perpetuate the integration of charity and community projects at every single level of our business. I think there are too many expectations of new companies to be everything to everyone, we would like to lead by example to show that small companies can work successfully alongside charities”
Ummah Foods will be carrying out marketing in the mainstream media, Muslim media, as well as a more targeted campaign raising awareness of “The Ummah Is Changing” in the streets and mosques, for example. In collaboration with Muslimyouth.net a marketing campaign is being prepared for national roll out throughout the Muslim holy month of Ramadan. Ummah Foods will also be working with Muslimyouth.net's parent organisation Muslim Youth Helpline to provide 2,000 chocolate bars for their Ramadan Prison Campaign – the Helpline is preparing to send Eid gifts to young Muslims in prison. Mr Sharif said "The work this charity is doing is amazing, and since 10% of the prison population is Muslim we need to address the matter with urgency. Muslimyouth.net is Britain’s first online support and guidance forum for Muslim youth. The forum provides an open space for young Muslims to discuss issues which are relevant and important to them, without fear of censure or condemnation. Sharif appealed that “they still need more funding for this project so I invite other companies to get in touch in order to help facilitate their fantastically important work which would perish without the community’s support".
The Ummah Orange Creme Chocolate launch will be at the Halal Food Exhibition of the World Food Market in London in November, with mainstream availability planned for December 2005. The product will have a recommend retail price of 40 pence.
For more information contact: Khalid Sharif (Director)
07967 171073
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