The young Muslim consumer eats Asian food often. Not occasionally, but structurally. Gyoza and spring rolls as a snack are now just as normal as a burger or a Turkish pizza. They order it, they make it at home, they share it on TikTok. Most Asian restaurants have been halal for years. The next step is bringing these products onto the regular supermarket shelf. Emperor's Choice is seizing that opportunity: tapping into a proven eating pattern of a growing target group that currently still has to go to restaurants, the toko, or order delivery to get it. Whoever claims this shelf space brings that consumer straight through the door.

‍

Emperor's Choice is inspired by the rich cuisine of ancient Asia, a blend of Chinese, Japanese and Korean traditions, translated into a modern and accessible frozen food range. The brand taps into a proven eating pattern: a growing group of consumers who already know these flavors from restaurants, the toko or food delivery, but haven't yet found them in the supermarket. That combination of authenticity and convenience makes Emperor's Choice the natural partner to be first to capture this shelf space. As halal food partner, we support sales activities and carry out trade marketing initiatives. Given their proven track record, as exclusive representative of the Emperor's Choice brand we see a significant opportunity for Dutch retail.