Home Appointments & Contracts For Aisha announce £10m growth target along with three new senior hires

For Aisha announce £10m growth target along with three new senior hires

For Aisha, the pioneer of halal baby food, has officially announced its ambitious new growth plans, with a target of reaching £10m turnover by 2026, after appointing three new company directors.

The For Aisha team recently expanded with the appointment of Joy Parkinson as Executive Chair, Leighton Paul as Financial Director and Emelyne Bradley as Commercial Director, to help lead the business and develop the brand even further to reach its new target of £10m turnover.

Collectively, For Aisha’s three new hires bring over 62 years worth of experience with them, spanning across the finance sector, strategic sales and worldwide marketing development strategies, heading up some of the biggest global brands including Faith In Nature and Baylis & Harding.

As the new Executive Chair, Joy Parkinson plans to grow the business in the UK and Internationally, on existing product ranges as well as via exciting brand stretch NPD. Joy has a plethora of experience managing iconic brands including Mars, Coca Cola and McVities. Most recently, Joy spent 9 years as CEO scaling the Faith in Nature brand.


Speaking of the new venture, Joy said: “At the heart of For Aisha is a global experience, sharing, tasting and embracing food from around the world. I’m delighted to be a part of this company to help lead For Aisha to international success and continue to be pioneers in the halal baby food industry.”

Part of For Aisha’s new ambitious strategy, led by the company’s three new senior hires, is to continue to expand into international markets. The brand recently secured Spinneys and Choithrams as stockists in the UAE, which was shortly followed by Singapore. This growth is expected to continue into 2023, with the aim of entering more markets in the Middle East, Europe, and Africa, ultimately helping to reach the target of £10m turnover.

Emily Salter, Marketing Manager of For Aisha, said: “Our long term goal is to make For Aisha the number one halal baby food brand of choice worldwide, with widespread UK and international distribution, so that consumers all over the world can Explore, Embrace and Taste our amazing, diverse recipes.

“We work closely with a nutritionist and chef to ensure our delicious meals are perfectly flavoured and proportioned for tiny tummies. We have some exciting influencer partnership plans for later in 2022 so look out for this on our socials!”

For Aisha first launched in ASDA in 2015, and has since secured listings in major retailers including Ocado, Sainsbury’s, Amazon, Morrisons and most recently Nisa, Costcutter and The Health Store.

For Aisha prides itself in providing children with exotic flavours from around the world. Each product is made with 100% natural ingredients and accounts for at least one of a baby’s five a day. For Aisha foods are all Sugarwise approved, low in salt, free from egg and soya, palm oil free, and nutritionist approved.

The For Aisha team will be attending various UK and international consumer events and trade shows this year to showcase the exotic range. These include the ‘World Travel Catering Expo’ in Hamburg in June, ‘Sial’ in Paris in October, and ‘Lunch!’ at Excel London in September.

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