Laila Rice launches ‘Love to share’ campaign for Ramadan


Muslim shoppers can top up their donations to good causes this Ramadan while they do their weekly shop, as top three UK rice brand Laila basmati launches its ‘Love to Share’ campaign.

The latest campaign builds on a major rebrand by the leading rice producer which has seen the launch of 100% recyclable packaging and a new product strapline – ‘Love Laila Naturally’.

The holy month of Ramadan is synonymous with generosity and giving and, during this year’s campaign, customers purchasing special 5kg or 10kg packs of Laila rice can use a unique on-pack code via the Laila Ramadan App to donate to a charity of their choice. Donations will be made via Laila’s affiliated UK charity World Food Aid with potential beneficiaries including Noor Foodbank, Preston, the Bradford Foodbank, Trussell Trust, Muslim Hands and Fareshare, among others. 

Surya managing director Harry Dulai said: “Giving is part of the fabric of Ramadan. It is estimated that up to 4 million UK Muslims will donate over £100m to those in need during this one month, which the Muslim Charities Forum translates to around £38 being given every second.

“To further build on this fantastic spirit of giving and generosity we are delighted to enable our customers to donate to a charity of their choice while going about their weekly shop.

 “Ramadan 2019 is one of the key points within a year- long campaign celebrating our rebrand.”

To support the campaign a new and improved Laila Ramadan App will be launched providing essential information regarding fasting, prayers and rituals all at the touch of a screen.

Laila’s Ramadan App, first launched in 2014, offers a host of sophisticated features to help its users meet the religious practices of the Holy month, including; listing and alerting the user of prayer times; directing users to the nearest mosque; featuring a Qibla locator to determine the direction of Mecca; notifying users of the Suhoor and Iftar feast times. It also features dozens of rice based recipes, which make for perfect, slow energy release sustenance during feast times.

Hundreds of POS packs, decorative shippers and eye catching display towers are also on their way to independents and national stores across the UK in support of the campaign which will be reinforced by social media, special in-store promotions, advertising and PR activity. A brand new Laila website has also been launched in line with the rebrand which is being rolled out across all Laila products globally. 

The Laila rebrand taps into one of the biggest consumer trends of the moment – the consumer’s desire to make environmentally friendly choices.

Harry Dulai added: “We are very proud to have launched 100% recyclable packaging across our entire range of smaller bags – the first rice bags which can be disposed of with general household recycling plastic waste. The special holy month of Ramadan is a great time to support our core Laila customers by givingsomething back to the community, as well as celebrate our brand’s improved environmental credentials – which also helps the planet.”

To re-enforce Laila’s position as ethnic rice category leader its Ramadan Roadshow will once again be moving across the country with a whole host of activities planned in stores and in association with local mosques. 

Dulai added: “Ramadan is an important time for us to consolidate existing customer loyalty and attract new customers to the brand.”

The move comes as Laila adds more than £3m YOY to the rice category with sales growth of 34.6% during the last year. (Nielsen 2018) With annual sales now edging toward £12m, Laila has achieved the biggest branded growth among the Top 3 UK dry rice brands for the second year running. Laila owners Surya Foods has also seen a return of its Salaam rice brand to the UK Top 10.