On an industrial estate on the outskirts of Swansea, a small revolution is taking place. Lewis Pies, a family firm that has been making British staples such as beef and onion pies, traditional pasties and sausage rolls for more than 80 years, has turned over a third of its business to halal products over the past decade to meet burgeoning demand. According to the managing director Wilf Lewis, halal is the future. "As a business, you set greyhounds off, and this is the one that's running fastest," he says. "We could get to the point during the next decade where halal is the majority of what we produce."
Lewis Pies is part of a rapidly expanding market that reflects the demands of the growing Muslim population. The spending power of Muslim millennials, and their mix of faith and consumerism, is driving the trend.