Consumer Insights

  • Consumers are increasingly favouring food that is easy and quick to prepare. This change in behaviour can be attributed, at least in part, to fast paced lifestyle, leading to an uptick in frozen food purchase
  • According to Satista, the sales value of frozen foods in Europe is estimated at more than $70.5 bn ( € 66.339 bn)
  • Increasingly multicultural Britain Growth in international travel
  • Visibility of new cuisine types in the foodservice and media
  • Readiness to try new cuisines & wider choice in-store
  • Rising number of working professionals and single households
  • Shoppers ditch premium supermarkets in favour of cheaper alternatives amid cost-of-living crisis
  • They look for quick, less expensive cook-at-home options
  • Clear focus on pricing, taste and nutrition

2015

  • Customers from South Asian countries looking for authentic and traditional recipes that they relished in their native countries.
  • Large families, ate together, women still taking care of the home.
  • They bought Humza primarily to satisfy their craving for traditional flavours and recipes.

    Age group: 30+

2023

  • South Asians born and brought up in the UK.
  • They relish traditional recipes, but don’t have the time to cook.
  • Nuclear families or living alone.
  • Love to experiment with new flavours.
  • They buy Humza for traditional flavours, quick and easy preparation.

    Age group: 18+

Humza Halal is Surya Foods top selling frozen food brand

Logo Redesign

Humza's new logo embodies a modern, minimalist design that resonates with its diverse customer base, spanning millennials, Gen Z, and Gen Alpha across the UK. While retaining its iconic green color and Halal seal, the logo adopts a simple yet bold aesthetic for easy recognition. The removal of the tagline "The Trust of Halal" is compensated by the reinforced trust represented by the Halal seal. The arch shape of the logo transforms into a smile, symbolizing Humza's commitment to bringing happiness through delicious, easy-to-cook food. Inspired by the auspicious moon, the thin crescent line beneath the logo reflects the brand's aspiration to see smiles on its customers' faces, complemented by ethnic motifs for a complete logo unit.

Old Design

New Design