Kadir's already supplies almost all major supermarket chains in the Netherlands, such as Albert Heijn, Jumbo, and Dirk. The products are now available in more than 1,000 stores. This refers to physical stores. From today, consumers can also add the Happy Halal snacks - initially sausage rolls, bapao, and frikandel rolls - to their digital shopping cart. It is possible that this will later also apply to sausage rolls.
With the collaboration with Picnic, Kadir's significantly expands its distribution. The online supermarket had about 1.5 million customers in our country, Germany, and France by the end of 2025. Last year, one in six Dutch households ordered at least once from the 'supermarket on wheels'. The thousands of white carts deliver groceries in a few hundred cities across the country.
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Great potential
Bosschenaar Kadir Ahmed, founder of Kadir's, is proud of the first collaboration with an online supermarket and sees great potential. 'Picnic has developed into an established player in ten years, leads the growth of online food retail, and is, like Kadir's, a cheerful brand. It makes groceries accessible to different customer groups. Through the app, you can choose lactose-friendly or halal-friendly options. This aligns beautifully with our mission to bring cultures and people together with food that makes you happy.'
An increasing portion of the products comes from Kadir's own bakery, which opened its doors in Deurne in early 2025. About half of the snacks sold monthly now come from this first dedicated halal bakery in the Netherlands. For the rest, the brand uses suppliers. The goal is to increase the share of in-house production to 70 percent within two years. The larger goal is to expand to Great Britain. That is planned for this year.
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About Kadir's
Bringing people and cultures together with food that makes you happy. That is the mission of Kadir Ahmed, founder of the halal brand Kadir's, Happy Halal for everyone. Under this brand name, the Bossche entrepreneur has been selling various halal snacks since 2019. Starting with sausage rolls, the assortment has expanded to include sausage rolls, frikandel rolls, bapao, kebabs, and chicken rolls. As of 2024, the products are included by nearly all major supermarket chains in our country and the snacks are now available in more than 1,000 stores in the Netherlands and Belgium. Revenue increased from 23,000 euros in 2019 to around 1.4 million euros in 2025.
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