My very first Happy Halal snack was born from a deeply felt desire to belong. To join in. To enjoy food together that genuinely makes you happy. As a kid, I often missed out because I didn’t eat pork at friends’ houses, at parties, during school treats. So I decided to make those snacks halal myself (let’s go!). I learned the craft from butchers and bakers and gave it my own twist. Halal sausage rolls, with more flavour. From Kadir’s! Every day, I receive messages from people thanking me because they can now share food with friends and family. I even get recognised on the street! Yes, we’ve already achieved a lot but I won’t feel truly successful until people all over the world can taste my sausage rolls and other snacks. Happy Halal for everyone.
We make plans, just like everyone else. But after saying “We’re going to the UK” about three times, we thought… let’s actually go then. Because things only become real once you start moving. In 2026, Kadir’s will set foot in London. After all, that’s where so many food innovations and hip food brands come from or at least, a whole lot of them.
Bringing people and cultures together with food that makes you happy. Of course, Kadir didn’t have his mission this clearly defined from day one (even though he’s pretty good at stringing words together). But it was and still is the reason he jumps out of bed every morning to work on his company, Kadir’s. That’s why his face is on every package and his name is on the Happy Halal snacks with which he’s slowly but surely winning the hearts and taste buds of people all over the world. What you see is what you bite!
I've got lots to be thankful for – but life's never been a cake walk. I don't mind, though. I'm better off for all the hard work I've put in. And so are my Happy Halal snacks. Picture this: little Kadir, always angling for a bite of the tasty treat on offer. But more often then not, I can't join in. I watch from the sidelines at friends' houses. Family get-togethers. Birthday parties. I'm one of many: there are over a million Dutch people who don't eat pork. So I get to work. I start my journey by making sausage rolls – a Brabantian classic. I study the butchers and bakers in my hometown. Mum weighs in, and after much trial and error I've got a winning recipe. My first batches of sausage rolls fly off the shelves. I know right away I'm onto something. And the rest is history. Happy Halal. For everyone.
I always know what others will love to eat. It's how I develop new snacks, like my British Sausage and Frikandel Rolls. Both 100% Happy Halal. By now supermarkets are starting to catch on. I fire up the blue Kadir's truck and drive all over the country, handing out samples to customers and store managers. I tell everyone to look for my face in the halal section. When they can't find me, they ask for Kadir's to be stocked. Which is how we make sure our rolls are sold at more locations every day.
Lockdowns mean people stuck at home go looking for snacks like ours. At the supermarkets, business is booming. So I jump at the opportunity and close deals with big-name stores Dirk van de Broek and Hoogvliet. Making my snacks available all over the country. The total number of Kadir's lovers is seriously on the rise.
Selling my sausage rolls in the UK? Heck yes. Our listing with SPAR represents a major opportunity. Belgians (who are famous for their taste in food) embrace my snacks, which tells me something's working. Every day it seems we're breaking our own records. So why not make England the next step on our journey to reaching the whole world?
My snacks are a hometown classic – will the rest of the world agree? My sixth sense says yes. Because Kadir's means everyone gets to belong. And there are definitely enough people out there looking for Happy Halal snacks. At this point I convince DekaMarkt to start selling my products, which means my Frikandel and British Sausage Rolls dance from shelves and all the way up to the north of the Netherlands.
Once again, I listen to my sixth sense for snacks – and I'm glad I do. Because the proof is in the... Bapao Buns. And Albert Heijn, the Dutch supermarket with iconic blue branding, agrees. My Happy Halal snacks are suddenly available in some 400 locations for happy, hungry customers all across the country. And people keep asking me to share my story. I'm recognised everywhere. Kids come up to me on the street: 'You're the guy who makes my favourite sausage rolls!' They smile wide and I high-five them right back.
Things are happening: Kadir's is making people happy – big time. Halal eaters and snack lovers alike. Next up, the brightly branded Jumbo supermarket chain hops on the Kadir's train. My products become available in their stores and online. Every day I hear from people asking about our snacks. Which drives me to keep growing, so the whole world can get in on the action. Because food that's shared tastes twice as good.
This year has been a wild ride. My snacks are hitting more stores, and sales are shooting up. By the end of the year, I can't believe it – we hit 1.5 million snacks sold. We kick off a crowdfunding campaign for our own bakery. We need a place to make all these snacks! The news spreads fast, with lots of media interviews.
We’re launching new snacks. Harira and lentil soup for Ramadan (just like I enjoy with my friends Gokhan and Hamza’s families). We do a live tasting of our new protein sausage rolls at Rotterdam Central Station. But the best part: our very own bakery opens this fall. Ready to make Happy Halal snacks for the Netherlands and the whole world.
Want to work at Kadir’s? We’re looking for people who want to help make Kadir’s big in the UK and grow along with our (future) global brand. Check out the vacancies below to see if there’s a role that fits you. Sitting still isn’t an option! Got questions or ready to apply right away? Call or WhatsApp me directly at +31 73 203 2026.
I always go for more flavour. From Kadir’s! All my snacks are seasoned with their own bold twist. I often get messages from fans who never want to taste anything else again.
Got a question or ideas for innovative Happy Halal snacks? Feel free to call or email me!
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