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A'Saffa Foods - New Identity, New Brands

OMAN - A'Saffa Foods, one of the Sultanate's largest producers of poultry products has changed its name from A'Saffa Poultry to A'Saffa Foods to facilitate its plans to diversify and expand their range of Halal and 100 per cent healthy and tasty food products into new markets.

A'Saffa Foods says its new identity has allowed them to introduce 'Khayrat' to Oman and the region – a new brand designed to provide adults and children with a tasty range of new food products including beef, meat, seafood and vegetables. The new name has also provided the group with a platform from which they will launch 'Table Eggs' in 2011. The project will have the capacity to produce with over 100 million table eggs per annum.

The introduction of the new A'Saffa Foods brand was another major step forward for the organisation which is quickly becoming one of the leading food producers in Oman and across the region – as it diversifies into new areas – building on the success of its chicken products that use the best quality ingredients that are healthy, tasty and 100 per cent pure Halal.

One of the most popular products in the new range of Khayrat Foods is the new 100 per cent natural and tasty beef burger, and beef mince, which has been made using only the best quality ingredients. The burger is the first in a long list of meat and vegetable products introduced to A'Saffa customers that have continued to be produced using A'Saffa's principles with only the most natural ingredients and 100 per cent pure Halal preparation techniques.

Sidhartha Lenka, Marketing & Sales Manager for A'Saffa foods said: "Our new identity has allowed A'Saffa Foods expand our range and to become famous for a range of foods, which until now had been mainly focused on chicken products.

"Following the launch of A'Saffa Foods, we quickly introduced Khayrat brand to the market, which we are pleased to announce has been an incredible success. Now families have a much wider range of products to choose from during meal times, which has be instrumental in encouraging healthy eating habits among young children thanks to our most natural ingredients and 100 per cent pur Halal preparations techniques which is reflected in the name we chose for the new brand.

"The name Khayrat means 'the finest of crops' or the 'best quality ingredients' and this is what we strive to provide for our customers in everything we produce, and the new range of meat and vegetable products is not any different."

Khayrat Foods range of meat, seafood and vegetable products are now available in all leading food stores across Oman, the most popular of which is the new frozen beef burger.

the Fish Site Editor

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