Can you last the fast? Try the world’s first Ramadan energy bar

The non-stop pace of modern life means that some of us require a little pick-me-up during fasting.

It’s often the case that Muslims are expected to run busy homes and jobs during Ramadan, and the stress of low nutrition twinned with extensive output can really take its toll on personal health, careers, and childcare.

But there’s good news: in April, Fajr Foods launched the world’s first Ramadan energy bar, which promises to put an end to all those days of fatigue.

Speaking exclusively to My Salaam at The Muslim Lifestyle Show in London, Fajr Foods founder Farid Sanders said that most people don’t realise that the energy from food typically digests very quickly, leaving those who fast exposed to low energy levels and extreme fatigue.

The Switzerland-based entrepreneur said the Ramadan bar is designed to be eaten at suhoor and delivers just enough energy ‘to take the edge off during the day’, allowing Muslims to perform optimally during fasting hours.

Sanders explained: ‘Our low fat, caffeine-free chocolate-flavoured bar [uses] complex carbohydrates that digest over a longer period of time. The propriety food formula has been clinically tested and releases energy for up to nine hours.’ 

The entrepreneur added, ‘There’s a lot that Muslims need to learn from fasting, and we don’t want to take away from that, but you still need to able to function in the modern age. 

‘The Ramadan Energy bar gives you a little extra energy so you can stay engaged and don’t experience the overwhelming sleepiness and tiredness that sometimes goes along with the blood sugar dropping.’ 

The Ramadan Energy bar is primarily being sold in the United Kingdom via Amazon.co.uk, but Sanders said that he is working on distribution deals with other countries, including Singapore and Denmark.

In the United States, the firm sells directly to consumers through its company website. 

Sanders said that he hopes to see his products in mainstream supermarkets one day. ‘In the West, religious holidays are known for taking over the supermarkets, but for whatever reason, Ramadan is not visible. Muslims spend a lot of money over the holiday season, and I think this poses an unmet need. We need more products that focus on Muslim consumers, and Fajr Foods hopes to do that.’

Sanders also announced that he’s currently in the testing stages for a new peanut butter-flavoured bar and is creating a range of Ramadan dietary supplements.

Watch this space for more sweet treats!