Foodery (2016)

Good Food for Everyone

Concept Creation

Good Food for Everyone

Catering for millions.

Despite being a £4 billion market, ready meal options remained limited for millions of people with a Halal diet in the UK. Our goal was to reset the tone by introducing better options.

Nine out of ten UK households buy ready meals in the mainstream, yet those with Halal diets did not have good choices, with Indian food often being the only option available. We also recognised the lack of healthy alternatives, and we too shared the frustration of not being able to reach for anything but a tuna sandwich. So we set out to fix the problem.

Listen to Azam Jaafri
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Variety, quality and more.

Our goal was to offer a variety of healthy ready meals in all types of cuisines from around the globe. We dedicated hundreds of hours to extensive research to determine which dishes were our customer's favourites.

Armed with these insights, we worked diligently with experts from each background, Jamaican, Italian, Moroccan and more, to develop authentic ready meals. At the same time, ensuring our production techniques produce the most nutritionally balanced meals.

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Transforming vision into reality.

We conducted extensive consumer research putting our customers first. With their needs and preferences in mind, Foodery had to appeal to the millions who just wished they could grab great-looking meals from the supermarket shelves as everyone else could.

We produced several recipes from Moroccan Chicken Tagine to Jamaican Jerk Chicken and Mexican Beef Chilli, plus a variety of wholesome soups. All recipes were authentic and nutritionally balanced.

Our in-house team worked on developing the brand identity, packaging and digital assets that would stand out and appeal to everyone, even rivalling mainstream brands.

We held several events to elevate the brand experience and exhibited our products at events nationwide. 

Changing lunches and dinners.

Within three months of executing our go-to-market strategy, Foodery ready meals were on supermarket shelves in more than 130 Tesco and Asda stores across the UK. 

We delivered on our promise to be a consumer-first brand. A community of thousands proudly shared their Foodery meals with their friends and family, in person and on social media. The brand raised the bar in the Halal food space, a trailblazer ahead of time.

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Demand from health-conscious consumers has continued to grow, with more people expecting a transparent, sustainable supply chain producing better products. If you're building a brand in the Food & Beverage space, we'd love to talk and share our learnings and insights.

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