HALAL PRODUCTS & CERTIFICATIONS MAKING INROADS IN EUROPE

KUALA LUMPUR, Nov 19 (Bernama) -- Halal branding is fast gaining recognition
and making inroads into the European market with more Halal-labelled products
being displayed and sold on shelves in Europe's supermarkets and hypermarkets.

The situation has changed drastically over the last two years with increased
advertising and promotion activities on Halal products in the mainstream media
which includes television and outdoor advertising.

This observation was made by participants and speakers during the first day
session of World Halal Forum (WHF) Europe 2009, which commenced Tuesday at The
Hague, Netherlands.

Over the last two years, more and more products with Halal labels are
taking their places on shelves in supermarkets and hypermarkets in Europe,
unlike previous scenarios where Halal products were displayed on shelves but
without Halal labels.

Executive Vice President Nestle, Frits Van Djik, when presenting his paper
entitled "The Growing Significance of Halal in Global Market Expansion" spoke of
Nestle's long term commitment in the Halal market, saying that the business of
selling Halal food was set to grow rapidly in Europe in coming years as more
supermarket chains target the sector.

Themed "Halal Potential -- A Regional Focus", WHF Europe is aimed at
creating a path for better understanding on the beneficial values of Halal in
the global arena. Some 188 participants from 33 different countries are taking
part in the two-day forum.

It was organised by a niche communication and consulting company in
Malaysia, KasehDia Sdn Bhd, for the first time outside Malaysia.

Other participants include the industry's retailers, producers and
distributors, certification bodies, Islamic associations, academicians and
students, KasehDia said in a statement released here Wednesday.

Advertising campaigns on Halal products, certification and labels are also
on the rise in Europe, particularly in France, which has an estimated five
million Muslims.

Europe has the third largest concentration of Muslims after Asia and Africa.
It has a Muslim population of about 51.2 million.

European Muslims play a major role in the global Halal market as they have
higher purchasing power, which leads to huge market potential. France now leads
the market size in Europe.

Grand Mufti of Bosnia Herzegovina, Dr Mustafa Ceric also expressed his
delight that WHF 2009 has now made its way in Europe, stressing on the needs to
build on the strength and values of Halal for the benefit of Muslim, non-Muslim
and all communities.

World Halal Forum's founder Jumaatun Azmi, who is also managing director of
KasehDia Sdn Bhd, said the halal food market in Europe has been projected to
increase to US$6.7 billion this year.
-- BERNAMA