Cairo 3A Group Relaunches “Shahd” Brand and Introduces Three New Globally Inspired Marinated Chicken Products

Shahd, a subsidiary brand of Cairo 3A Group, announced the relaunch and revitalization of its “Shahd” brand, alongside the introduction of a new range of marinated chicken products under the name Shahd Specials. This step is part of the company’s strategy to expand its product portfolio and strengthen its presence in the ready-to-cook food market.

The new launch of Shahd Specials comes in collaboration with Chef Meritte Aly, who developed the recipes for the new range, offering a distinctive culinary experience inspired by global cuisines. The products are designed to meet the needs of consumers seeking quality, convenience, and variety.

The new range includes six different products: three fresh items and three semi-cooked options, all featuring marinated ready-to-cook chicken. Everyday Souvlaki Shish, a whole Mediterranean chicken, and a Caribbean Glaze Chicken. Each product is characterized by a unique marinade and different chicken cuts, with options available in fresh or semi-cooked formats to cater to diverse consumption preferences.

3A aims to introduce a refreshed identity that reflects product quality and development, supported by modern packaging designs that enhance the overall consumer experience. The initiative also focuses on simplifying the cooking process, particularly for women and mothers, by offering practical solutions for quick and delicious meals.

The company also seeks to position “Shahd” as a specialized culinary brand, enabling consumers to easily prepare a variety of dishes and elevate their everyday dining experience with ready-to-cook global flavors.

In this context, Ibrahim Wagdy, CEO of Cairo 3A Poultry, stated: “The relaunch of the ‘Shahd’ brand marks an important strategic milestone for the company. This move aligns with our commitment to keeping pace with market developments and addressing evolving consumer needs, particularly the growing demand for high-quality, easy-to-prepare products. The launch of Shahd Specials reflects our dedication to delivering real added value through innovative products that simplify everyday cooking”.

Wagdy added: “Our collaboration with Chef Meritte Aly has helped redefine the concept of marinated chicken by introducing recipes inspired by diverse international cuisines, including Italian, Greek, and Caribbean. This allows consumers to enjoy new and distinctive flavors at home. Through this step, we aim to further strengthen Shahd’s position in the Egyptian market and establish it as a preferred choice for consumers seeking quality, variety, and innovation in poultry products.”