Dubai: In line with the global health initiatives, Al Islami Foods, a pioneer in halal food industry in the Middle East, today launched a new communication strategy, which supports anti-obesity drive, nutritional ingredients and such initiatives by local and international agencies. The theme of new communication strategy is “Good Food For Better Life”.

Commenting on the new initiative, Saleh Abdullah Lootah, the Chief Executive Officer at Al Islami Foods, said: “Today’s sedentary lifestyle is adding to the problem of obesity and the industry needs a responsible support from the FMCG companies to support international health initiatives and provide the consumers with food that suits their modern dietary requirements. We are working day and night on developing low fat, high protein yet healthier and tastier products.” added Saleh Lootah.

“With the establishment of Al Islami as the trusted real halal producer among the Muslim consumers across the Middle East, the time has come to develop the same trust among non-Muslims from the other continents”, he added.

Al Islami has recently set up The Obesity Forum at its head offices at Dubai Investment Park. The forum will organize workshops to explore to support anti-obesity, invite the local and international food technologists and planning to collaborate with international obesity organisations to work out a plan to prevent the growing problem of obesity.

Fred Lehmann, Manager Research & Development Department of Al Islami Foods, has revealed that they were working on a new product range that will have more protein and less fat contents. Al Islami food technologists in the R&D Department are using state of the art technology and latest research methods. In addition, with an uncompromising commitment to the traditional Halal way of slaughtering of each chicken and animal, Al Islami inspectors appointed at source ensure that the product is slaughtered in the right Islamic way and chicken are 100 per cent grain-fed.