Morrisons will pilot its first-ever stand-alone halal meat concession at its re-fitted Preston North End store.
The halal counter, which will be operated by family-run halal butcher Haji Baba, could lead to similar concessions in other stores if successful. The retailer already sells pre-packed halal lines in some branches, but the concession will provide a traditional halal meat counter which will offer poultry, lamb, beef and mutton as well as prepared items.
Noor Ali, Morrisons World Foods category manager, said: "We want to make our ranging as relevant as we can to the communities they serve. Preston has a large Muslim community and we know that there is a demand for fresh halal products. Haji Baba are well-known in the industry, but most importantly trusted by customers who buy halal."