From Den Bosch to a global brand: Kadir's journey (so far)
Born in Brabant with an infectious laugh and genuine enthusiasm. He's always been crazy about all things delicious. A workaholic, yes, but "halal." So he has a life too. He lent his name, his face, and (part of) his personality to the brand he created himself and, together with others, made a success.
I love to laugh, but nothing was handed to me. Is that a problem? Of course not. It only made me stronger. I make the tastiest Happy Halal snacks. Because as a little boy, I often had to miss out at parties and celebrations. And because there are billions of people who don’t eat pork either. My journey starts with one simple belief: food you share tastes twice as good. And it starts with the sausage roll — because as a kid, that looked like the most delicious thing in the world. I learned the craft from bakers and butchers and created my own recipe. With more flavour. From Kadir’s! Those first rolls flew out of the shops. So I knew right away: I’ve got something worth goooooing for (as we say in my town)! Happy Halal. For everyone.
What I like, a lot of other people like too. I call that my gut feeling. I use it to create new snacks: sausage rolls and frikandel rolls. Of course they’re Happy Halal. The first supermarkets discover the power of my snacks — and my brand. I drive across the country in my blue Kadir’s van, letting customers and store managers taste for themselves. Customers start looking for my face in the halal aisle — and that convinces supermarkets. Soon, my rolls are available in more and more places.
Lockdowns around the world create serious snack cravings. Supermarkets are doing great business and want to be there for everyone. And that’s exactly why Kadir’s exists: food you share tastes twice as good. I grab the opportunity and sign contracts with several supermarket chains. Suddenly, my Happy Halal snacks are available all across the Netherlands. And I start getting recognised on the street more and more. (That’s what happens when you put your own face on every package.)
We are on our way to becoming a global brand. Fast. Belgium embraces my snacks. So now I really know they’re good. Because in the Netherlands, everyone knows: Belgians understand good food. Every day I push boundaries. So in 2026, the UK becomes the next step towards a global brand. Because if London loves it, the world will follow.
Are my Happy Halal snacks only for the south of the Netherlands? Of course not. All across the country, people want to join in. So Kadir’s is there for everyone. I convince more supermarket chains. Now my frikandel rolls and sausage rolls are marching out of stores in the north too.
A soft, tempting steamed bun filled with perfectly seasoned meat — who wouldn’t want a bite? My new bapao buns are so good (with more flavour. From Kadir’s!) that market leader Albert Heijn simply can’t say no. Suddenly, we’re in around 400 stores — which is a big deal in the Netherlands. And online too. These steamed buns steam my Happy Halal snacks straight into the hearts of fans across the country. The media starts calling. Interviews follow. My face is now so well known that kids stop me on the street: “Hey, aren’t you the guy from those tasty Happy Halal snacks?” And I smile — thinking back to myself as a little boy — knowing I’m on the right path.
Something is changing. My dream — making snacks everyone can enjoy — is becoming reality. People who consciously eat halal. And people who simply love a good snack. The second-largest supermarket chain in the country doesn’t want to miss out either — and joins us. In-store and online. Every day I receive messages from people thanking me and asking where they can buy my snacks. It gives me energy to keep building a global brand for everyone. Because food you share tastes twice as good.
This year is a rollercoaster. More stores. Sales like a rocket. At the end of the year? I can’t believe my eyes. The counter hits 1.5 million snacks. We launch a crowdfunding campaign for our own bakery. Because all those snacks have to be made somewhere! The media goes wild. Interviews everywhere.
We launch new snacks. Harira and lentil soup during Ramadan (just like I eat at the mothers of my friends Gökhan and Hamza). We host a live tasting of our new protein sausage roll at Rotterdam Central Station. But most importantly: in September, we start building our own bakery. So we can develop new snacks and make sure every halal aisle has enough Happy Halal for everyone.
The crowdfunding ends with a huge final sprint (we’re still catching our breath). In January, the bakery opens. The first sausage rolls come out golden brown. What you see is what you bite. Bapao production goes full steam ahead. We now produce more than 50% of our snacks in our own bakery! Our new Happy Halal Chicken Satay Bapao is a real winner and is already flying through self-checkouts in hundreds of stores.
In 2026, Kadir’s goes to the UK. We exhibit at the IFE in London. Our first international trade fair — and it’s immediately world-class. But that fits us. We’re becoming a global brand. Retailers can tell us why we should choose them. And we’ll show them why our Happy Halal snacks are an asset to their shelves. Back in the Netherlands, online supermarket Picnic and PLUS (the fourth-largest supermarket chain in the country) are already convinced.
Have any questions or ideas for more "happy halal" snacks? Feel free to email me.
- Address Ruiterskampweg 6e, 5222 BB, 's-Hertogenbosch
- Emailinfo@kadirfood.com
- Phone+31732032026
- CoC number 74677985
- VAT number 859989835B01
KADIR'S IS A ETHNY HOLDING B.V. BRAND 2019 - 2026
