Branding Halal: A Delicate Balance

Abstract

Traditionally, halal status has been assumed for all non-pork food products and non-alcoholic beverages available in Muslim countries. Halal certification bodies changed this precept, however, by issuing halal certificates for processed food, beverages, and non-food products based on an assessment of ingredients used and production processes. This allowed brand owners to place a halal logo on their products or outlets. The result has been that halal-certified products are available in the market place but, at the same time, there is a greater diversity of halal logos due to the presence of imported products sold by retailers.