Founding Story: Adnan Durrani, founder and CEO of Saffron Road, has been a pioneering figure in the food industry for 30+ years. His journey began in 1991 when he founded Vermont Pure Springs, which became the second-largest bottled water brand in the Northeast. He was also a principal shareholder in Stonyfield Farms and led Delicious Brands, scaling it to become the fifth largest cookie brand in the U.S. Durrani has been recognized as one of the entrepreneurs who engineered “20 Ideas That Changed The Way The World Does Business” and he is also on the Islamica 500 select list of “The 500 Who Make the Islamic Economy.”

Founded in 2010 by Durrani, Saffron Road emerged in response to the demand for pure, clean-label BFY (Better For You) halal-certified food, emphasizing health and wellness through wholesome ingredients and minimal additives. Leveraging his entrepreneurial experience and passion for culinary innovation, Durrani created a brand that offers authentic, globally inspired products tailored to the ethical and dietary needs of halal consumers. Saffron Road’s commitment to ethical sourcing, humane animal welfare, and sustainability distinguishes it in the market, appealing to conscious consumers who appreciate nutritious and culturally diverse meals.

Under Durrani’s leadership, Saffron Road has achieved significant milestones, including becoming the first nationally distributed halal-certified food brand in the U.S. and the first halal food company to receive B Corporation (B-Corp) certification. This achievement reflects its commitment to tayyib standards and signifies that Saffron Road meets the highest verified standards for performance, accountability, and transparency in ethical sourcing, environmental sustainability, and social impact. The certification highlights the brand’s dedication to sustainable farming practices and adherence to Environmental, Social, and Governance (ESG) as well as Diversity, Equity, and Inclusion (DEI) standards, which evaluate ethical governance and opportunities for a diverse workforce.

Mission Statement: Saffron Road’s Journey to Better® mission is to provide delicious, responsibly sourced, Better For You, halal-certified products while promoting ethical food practices and cultural diversity. The Journey to Better® mission aims to provide products that are better tasting, better for the environment, better for farmers, better for animals, and better for your health.

Brand Vision: The brand envisions a world where everyone can enjoy a wide variety of restaurant quality meals made with culinary excellence that align with their dietary preferences, fostering inclusivity and respect for diverse yet authentic global culinary traditions.

Product Range: Saffron Road offers a wide array of delicious halal-certified products, including premium frozen entrees, protein-packed organic crunchy chickpea snacks, non-GMO verified simmer sauces, and hand-held artisan wraps, all made with high-quality ingredients and traditional recipes from around the globe.

Saffron Road Product Range

Top Seller and New Frozen Dinners: Saffron Road offers a diverse range of frozen dinners that showcase international flavors, including popular options like Chicken Tikka Masala, Chicken Biryani, and Chicken Enchiladas Chipotle. All dishes are free from artificial ingredients, antibiotic-free, halal-certified by IFANCA®, and certified gluten-free. New additions feature Mexican favorites such as Adobo Chicken and Chicken Enchiladas al Chipotle, along with a modern Asian selection that includes Korean Fire Roasted Chicken, Drunken Noodles with Chicken, Chili Crisp Noodles with Chicken, and Korean Spicy Rice Cakes (Tteokbokki).

Retail & Distribution: The brand is carried in over 25,000 stores nationally in all 50 states, in major grocery chains and specialty stores across the United States, including Whole Foods Market, Kroger, Safeway, Albertsons, Publix, Wegmans, Shoprite and Target, making halal options more accessible to consumers.

In fact, Saffron Road is now the second largest frozen entrée brand in the U.S. and the largest in the category of BFY animal protein entrées nationally. However, their competition isn’t solely other halal brands; instead, they are up against multi-billion-dollar food conglomerates, with a growth rate above the category and surpassing the growth of those consumer-packaged goods (CPG) entrée brands in the market.

On Trend: Saffron Road resonates deeply with the trends of authentic global cuisine, particularly among millennials and modern consumers, reflecting the evolving ethnic demographics in the U.S. As this generation seeks diverse culinary experiences, Saffron Road products showcase a rich tapestry of flavors inspired by various cultures, fostering a greater appreciation for cultural diversity. The brand captures the interest of consumers eager to explore new cuisines while adhering to dietary preferences—halal, gluten-free, antibiotic-free, and non-GMO—without sacrificing taste or quality.

Additionally, Saffron Road’s single-serve meals align with the growing GLP-1 trends that prioritize portion control and nutrient-dense foods. As consumers become increasingly health-conscious, these meals offer a convenient solution packed with high-quality ingredients, allowing for satisfying, flavorful dining experiences. Saffron Road’s frozen dinners enable consumers to enjoy wholesome meals that fit seamlessly into busy lifestyles, making it easier to manage portion sizes while savoring authentic global flavors.

Sustainability Initiatives / Certifications: Saffron Road is committed to sustainability, sourcing ingredients from suppliers who uphold ethical, sustainable farming practices. All of its products are certified by third parties as either Non-GMO Verified (by the Project), Halal (IFANCA), Humanely Raised Livestock (USDA) , Never Use Antibiotics(USDA), and Gluten-Free (GFCO). Additionally, Saffron Road is a mission-based brand and holds the B-Corp. Certification. As Durrani puts it, “At Saffron Road, we sell values for a value.”

Philanthropic and Community Engagement: Giving back has been integral to Saffron Road since its inception. As part of its Journey to Better® mission, they strive to positively impact communities through partnerships, sponsorships, and donations. As a certified B-Corp, Saffron Road is commitment to uplifting underserved communities. They actively support initiatives with organizations such as Frontline Impact Project, LaunchGood, and City Harvest, ensuring access to nutritious food. In celebration of Ramadan, they offer special promotions at retailers and collaborate with influencers on social media to provide engaging recipe content, all while emphasizing the importance of unity through shared meals, as highlighted in their guest blog by Columbia University Imam Dr. Ebad Rahman, “Building Community Over Iftar.”

Recent Achievements and Success Stories: Saffron Road’s innovative success is rooted in the team’s commitment to modern food trends and respect for traditional cooking methods. Last year, Consumer Reports recognized three of their entrées—Chicken Enchiladas, Sweet & Sour Chicken, and Vegetable Biryani—as top choices for taste and nutritional quality. By drawing inspiration from renowned chef menus and popular international cuisines, Saffron Road’s chefs develop products with ethnic authenticity, bringing new items to grocery shelves in just four weeks to six months—much faster than competitors, who may take up to two years.

In 2023, Saffron Road became the first halal food brand to achieve B Corporation (B-Corp) certification, highlighting its dedication to social and environmental responsibility. This certification validates the brand’s mission to offer high-quality, halal-certified foods while positively impacting communities and the planet. Joining the B-Corp community further reinforces Saffron Road’s commitment to ethical business practices and its purpose-driven approach, solidifying its position as a leader in the halal food industry.

Where & How to Purchase: If you are eager to try any of Saffron Road’s many halal-certified products, you can order directly from saffronroad.com or you can find your nearest retailer using their store locator.