For Aisha Baby Foods makes new executive appointments to help grow the brand internationally

UK – Nottinghamshire halal baby food manufacturer, For Aisha Baby Foods, has announced new appointments of three executive directors to help the brand grow internationally.

The new appointees include Executive chair Joy Parkinson, financial director Leighton Paul and commercial director Emelyne Bradley.

The company said the three have joined the business to help grow the brand beyond the UK market and steer it towards the ambitious target.

For Aisha targets to break through the £10m turnover barrier by 2026 and become the world’s leading Halal baby food brand.

The business is a major commercial certified brand of Halal and Tayyib baby food in the UK and was set up to help infants broaden their tastes when they go on to solids, with blended ingredients that include gentle spices.

The trio bring over 62 years’ worth of experience to the company, having held high-ranking roles at global brands including Faith in Nature, Baylis & Harding, Mars, Coca-Cola, and McVities.

Parkinson, who most recently spent nine years as chief executive of Faith in Nature, said she plans to grow For Aisha both in the UK and internationally through existing product ranges and new product development.

she added: “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.”

Recently, the brand secured retailers Spinneys and Choithrams as stockists in the UAE, which was shortly followed by Singapore.

For Aisha expects the growth to continue into 2023, with the aim of entering more markets in the Middle East, Europe, and Africa, which will ultimately help it to reach the targeted turnover.

Emily Salter, marketing manager of For Aisha pointed out that its widespread footprint in the UK, and an existing international distribution gives consumers all over the world a choice to can explore, embrace and taste the company’s amazing, and diverse recipes.

For Aisha’s journey secured a £400,000 investment in November 2021 from the Midlands Engine Investment Fund to develop new product ranges and meet overseas demand.

The funding was followed an initial equity investment, in May 2021, from the MEIF East and South East Midlands Equity Fund, managed by Foresight Group as part of a green investment in the Midlands region.

The two funding from 2021, are the propellers of the appointments that the company viewed as to strengthen the business as it grows and also allow it to conduct research to develop exciting new recipes aimed at older toddlers.

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