Halal Deli Meat Now Available in the Atlantic Region Through New Partnership between Shahir and Loblaws

According to Shahir Brand Manager, Murshid Munseef, “this partnership not only positions Shahir as a premium halal brand but also contributes to Loblaws’ diverse product offerings, fostering a mutually beneficial relationship.”

Shahir has been establishing itself as a go-to halal brand for a few years now. Founded in British Columbia by entrepreneur Ahsan Razak, Shahir products are currently available in stores across Southern Ontario (See list below for stories). They became available in the Maritimes at the end of December 2023.

The meat used by Shahir is Canadian, hand-slaughtered, and halal certified by the Canadian Halal Food Certifying Agency (CHFCA).  Shahir’s deli slices are not just halal, they are also gluten-free and lactose-free with no artificial flavours. Allergies and health concerns can sometimes limit the halal options available to Muslim consumers. According to Murshid, the brand wanted to ensure it met its customers’ dietary needs while offering a premium product that satisfies a diversity of tastes. 

From the richness of Smoked Turkey, to the savouriness of Cajun Turkey, to the succulence of Beef Pastrami, and the classic appeal of Roast Beef, Shahir’s deli meat slices are all flavoured with natural wood smoke. “The selection of flavours was developed based on research with Canadian Muslims,” Murshid explained, “Our choices are grounded in understanding diverse preferences and identifying gaps in the market.”

Big supermarket chains have been making shelf space for halal products in regions with large Muslim populations, like Southern Ontario, for some time now. However, since 2016, Canada’s Atlantic provinces have become home to a growing Muslim population. This is due to a variety of reasons, from the arrival of refugees from Syria, to Canadians and new immigrants alike being attracted by the region’s more affordable home prices, to universities in these provinces welcoming more international students. Loblaws is stepping up to meet the needs of Maritime Muslims by partnering with Shahir to expand halal meat options across the Atlantic region.

In the spirit of Islam, Shahir is also committed to corporate social responsibility. In response to growing food insecurity, Shahir has partnered with ICNA Relief Canada in the Greater Toronto Area to donate its products to their food banks. Shahir will continue to look for opportunities to partner with Canadian Muslim charities to address the needs of local communities. 

Find Shahir Halal Deli Slices at a store near you in Ontario or the Atlantic Region click here