Halal of a Controversy

Last year, some bloggers gave Whole Foods flak for marketing to Muslims. Now other brands are hoping for same

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If bloggers want to blast Whole Foods Market again for promoting Quran-approved food during Ramadan, there’s a few niche CPG brands that might plea: “Could you mention us? Pretty please, with halal-certified sugar on top?”

Last year Whole Foods absorbed anti-Muslim ire from a handful of bloggers after launching a groundbreaking digital initiative with two-year-old Saffron Road. The partners had turned to the Web to pitch frozen halal entrees during the Muslim observance of Ramadan.

Not long after stirring up the blogosphere, the marketing brouhaha caught fire on Facebook, Twitter and other social sites, culminating with Saffron Road chief executive Adnan Durrani on CNN, decrying anti-Muslim sentiment while at the same time providing his brand invaluable exposure.

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