Driven by new ambitions, the French leader in halal food invests to develop its production capacities, renovates the composition of its ranges and communicates on television accompanied by the BETC agency.
Isla Délice reached a new milestone in 2020. The pioneering halal brand in France, which celebrated its thirtieth anniversary last year, reached 100 million euros in turnover, increasing its share in the halal food market (value) at 50%, thanks to a portfolio of 370 references. Like other food brands, the French leader in charcuterie, frozen foods and halal meal solutions benefited from the increase in consumption during the confinement period, but its growth was three times more dynamic than that of the family of consumer products-self-service fresh products (PGC-FLS) in March-April 2020. Isla Délice has recorded average annual growth of over 10% since 2007 and regularly outperforms the halal market in France, valued at 500 million euros in 2020, which is progressing with an average annual growth of 9% for 15 years. Thanks to an increase in the resources allocated to its development, the brand invests 20 million euros over two years to develop its production capacities, notably with the acquisition and renovation of a production site in Saint-André-sur-Vieux-Jonc (Ain), sold in June 2020 by Bell Food France. The number one in halal food is also committed to renovating all of its recipes in order to improve both their taste and nutritional qualities., while reducing the presence of additives. The brand has also made the decision to display the Nutriscore on all of its products from the beginning of 2022..
Rigorous halal traceability
“Isla Délice aims to be the reference for the halal market in France and Europe, by offering a wide range of products, modern, quality and accessible, meeting the aspirations of today’s consumers of halal products” explains Éric Fauchon, president of Isla Délice, for which “the development of the brand is based on three fundamental values : respect for the consumer, responsibility and innovation ». Isla Délice ensures rigorous halal traceability thanks to the certification of 100% of its products by the Rituelle Association of the Grande Mosquée de Lyon (ARGML). It guarantees the health safety and quality of its offering by constantly expanding and improving its ranges., with regular innovations. The brand, which launches an average of 10 new products each year, presented 18 in 2021. Present in all major retail brands and distributed nationally in more than 1,500 halal butchers and independent supermarkets, it also operates in Belgium, in the Netherlands and Spain. Expanding distribution channels, in France and abroad, constitutes one of the major axes to realize its significant growth potential.
A powerful TV campaign
Supported by the BETC agency, Isla Délice is back on television with a major TV and social media campaign, in the codes of the major traditional food brands. It’s about trust and complicity, foundations of a long relationship of more than 30 years with consumers, that Isla Délice has chosen to communicate with its new signature “In the family since 1990”. Targeting nearly 30 million contacts ahead of Ramadan, while the fasting period began on April 13, the brand wanted to communicate from March 21 and is planning a second wave during 2021. A way to prove that it values its consumers all year round and not just during a key period when weekly sales increase by 20% compared to an average week. The 20-second film was broadcast on the biggest channels (TF1, TFX, C8 and CStar) at peak audience time (50% of spots positioned from 7 p.m.), as well as on social networks in 30-second version.
30 years of history
Created in 1990 by Jean-Daniel Hertzog, the brand has significantly contributed to the development and structuring of the halal market in France. Isla Délice first built its credibility through sales in halal butcher shops before extending its distribution to supermarkets from 1995. Initially marketing poultry and beef charcuterie products, it gradually expanded its activities to frozen meats in 2005, then to catering products in 2012. Sold in July 2018 by its founders to the Franco-English investment fund Perwyn, the brand is now moving forward on several fronts under the presidency of Éric Fauchon. Former commercial vice-president for France at Unilever, he made his debut at Auchan and occupied, among others, the positions of sales director France of Ferrero and marketing director of Kinder. He joined Isla Délice in 2019.
