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New Chickpea Salty Snacks & Frozen Savory Appetizers

Saffron Road Rolls Out Seven New Products – Boosting Saffron Road’s Portfolio to 30 Products!

May 30, 2012-Stamford, CT – With Saffron Road’s now proven national success with its 23 current products, seven new Saffron Road items will be rolled out nationally in Whole Foods Markets’ stores between July and August 2012, just in time for Ramadan. These new products will be both frozen and shelf stable – Saffron Road is really rocking the Kasbah in 2012!

American Halal Management decided that the time for chickpea has come – enter Saffron Road’s new chick pea snacks. Chickpea snacks are not only an excellent way to build on hummus’ amazing growth, but also appeal 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. Please Note the following characteristics of these salty snacks:

  • 100% Organic Chickpeas
  • Nutritious Snacking – 1 oz Serving contains 6 g protein, 4 g Dietary Fiber, 3 g Fat
  • World Cuisine flavors will underline Universal Appeal
  • Colorful packaging Pops off the shelf, secures Premium position. Reseal-able pouch.
  • Breakage not a factor
  • Shelf stable (i.e., non-refrigerated)

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. Please note the following characteristics of these gourmet appetizers that leverage the culinary excellence of Saffron Road’s brand positioning:

Appetizers are especially important for Ramadan/Eid due to high user incidence; Ramadan = 30 snacking occasions

  • New innovative flavor concepts not available in Whole Foods Market competitors: Date & Tamarind, Saag Paneer. These epicurean delights also have excellent appeal with our target demographic.
  • Competitively priced against other Premium Appetizers
  • Handmade, 100% natural, non-GMO (not yet certified)

Adnan Durrani, CEO, commented by saying “Our innovative social networking clout has tapped into over 7 million American Muslim consumers shopping decisions. Last Ramadan we got thousands of halal consumers to shop at Whole Foods 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 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 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 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.”