As Muslims around the world celebrate the month of Ramadan, cultural cuisines and well-loved ingredients take center stage in the preparation of the holiday feasts. Joining in the festivities, Anchor Food Professionals in Malaysia launched the “Jom Raya, Jom Anchor” campaign of baking demonstrations with a golden butter as centerpiece.

“Key community values that represent this year’s festivities are togetherness and humility,” Jack Tan, foodservice director, Fonterra Brands, Malaysia tells FoodIngredientsFirst.

“After two long years of being unable to celebrate the Raya season with family and friends due to the pandemic, Malaysians are eager to partake in Ramadan traditions like breaking fast with family, cooking and baking Raya dishes and desserts to share with loved ones,” he explains.

“Food is what brings Malaysians together and what better way to celebrate the festivities than baking Raya treats with family and friends.”

Buttered up biscuits and desserts
In a campaign, Anchor New Zealand Butter will be showcased in the region’s beloved Raya staples such as Kuih Semperit, Kuih Makmur, pineapple cookies, butter chicken and prawn. 

Modern twists include almond chocolate and honey cornflakes. Anchor butter is made from New Zealand milk and is free from additives, preservatives and coloring.Raya desserts include Kuih Semperit and Kuih Makmur.  

“Food is a medium to bring together family and friends in all major festive seasons in Malaysia, but for Ramadan and Raya in particular, families will either cook together or go to bazaars to buy delicious foods to break their fast,” says Tan. 

Anchor Food Professionals lined up community outreach initiatives and support for home bakers, chefs and small and medium enterprises. Demonstrations will begin on Facebook wher viewers can learn how to make  Biskut Semperit Lemak Bercheese, a creamy butter cookie, from a professional chef. 

The “Jom Baking Bersama Anchor” online class will be open to the public later this month to learn baking tips and techniques. As part of this, Anchor Food Professionals will share weekly curated recipes on social media throughout the month which will include classics such as Kuih Semperit and Biskut Makmur to fusion treats like Kastengel and Brown Butter Cornflake Crunch. 

“There are also times when Muslims break their fast with friends and neighbors at mosques after prayers. During the Raya season, families will travel to their hometowns and cook up a feast to mark the end of Ramadan and for weeks after that, they will visit their loved ones, and host open houses wher they treat their guests to delicious meals,” says Tan.Nutellas limited edition Ramadan jar features recipes for family sharing.

Culmination of festivities
In other launches, Berbuka Puasa Nutella Malaysia launched its limited edition Ramadan jars with the tagline “Taste of happiness, Taste of togetherness.” The jars feature three simple recipes for fried bread, mini tart and breakfast bite, for families to recreate when breaking their fast this Ramadan. 

“Nutella is one of the most popular spreads in the world and has earned its place on breakfast tables around the globe, so why not break fast with Nutella?” Sulabh Madhwal, head of marketing, Nutella Asia Pacific, remarks.

Tesco released its first campaign highlighting “Iftar,” the evening meal that signifies the end of the daily fast in collaboration with MediaCom, Kinetic and strategic equity, diversity and inclusion consultancy the Unmistakable.

The digital billboard features a collection of empty plates during the day, which fill up with food as the sun sets to signify Iftar. The changing image is accompanied by the slogan “Together this Ramadan”. The campaign will be running on billboards in areas with high Muslim populations such as Brent in London and Birmingham and Bradford.