
A lifelong desire to belong. Because who doesn't want to be part of the group? Especially when mouthwatering snacks are on the menu. Picture this: little Kadir, always angling for a bite. But more often then not, I can't join in. I watch from the sidelines at friends' houses. Family get-togethers. Birthday parties. So I roll up my sleeves and get down to business. I study the butchers and bakers in Den Bosch (my hometown). Mum weighs in, and after much trial and error I've got a winning recipe. A totally authentic Brabantian sausage roll with a little extra spice. Irresistible, if I do say so myself. Fortunately, nearly everyone agrees. Today our sausage and frikandel rolls, pizzas and other snacks are sold at supermarkets around the Netherlands and Belgium. Hundreds of thousands of happy snackers make a beeline for my face in the halal section. Fans send messages and stop me on the street to share just how much Kadir's means to them. Because I've made it possible for them to snag a bite and finally feel like they belong. I've come a long way on this journey. But I'll only reach my goal when everyone in the world feels that same sense of belonging. One sausage roll at a time. Happy Halal. For everyone.



I'm known for my big laugh and bigger desire to connect with others. Oh yeah, and I'm always up for a good snack. I'm a hard worker but I keep things halal, of course. Which means making time for family and friends. All these things (and more) form the foundation for Kadir's as a brand. I've turned it into a success story by staying true to myself. With the help of many others along the way, of course.





I love to laugh, but nothing was handed to me. Is that a problem? Of course not. It only made me stronger. I make the tastiest Happy Halal snacks. Because as a little boy, I often had to miss out at parties and celebrations. And because there are billions of people who don’t eat pork either. My journey starts with one simple belief: food you share tastes twice as good. And it starts with the sausage roll — because as a kid, that looked like the most delicious thing in the world. I learned the craft from bakers and butchers and created my own recipe. With more flavour. From Kadir’s! Those first rolls flew out of the shops. So I knew right away: I’ve got something worth goooooing for (as we say in my town)! Happy Halal. For everyone.

A soft, tempting steamed bun filled with perfectly seasoned meat — who wouldn’t want a bite? My new bapao buns are so good (with more flavour. From Kadir’s!) that market leader Albert Heijn simply can’t say no. Suddenly, we’re in around 400 stores — which is a big deal in the Netherlands. And online too. These steamed buns steam my Happy Halal snacks straight into the hearts of fans across the country. The media starts calling. Interviews follow. My face is now so well known that kids stop me on the street: “Hey, aren’t you the guy from those tasty Happy Halal snacks?” And I smile — thinking back to myself as a little boy — knowing I’m on the right path.

The crowdfunding ends with a huge final sprint (we’re still catching our breath). In January, the bakery opens. The first sausage rolls come out golden brown. What you see is what you bite. Bapao production goes full steam ahead. We now produce more than 50% of our snacks in our own bakery! Our new Happy Halal Chicken Satay Bapao is a real winner and is already flying through self-checkouts in hundreds of stores.

In 2026, Kadir’s goes to the UK. We exhibit at the IFE in London. Our first international trade fair — and it’s immediately world-class. But that fits us. We’re becoming a global brand. Retailers can tell us why we should choose them. And we’ll show them why our Happy Halal snacks are an asset to their shelves. Back in the Netherlands, online supermarket Picnic and PLUS (the fourth-largest supermarket chain in the country) are already convinced.
Food that's shared tastes twice as good, and work you do together is twice as fun. I'm on my way to becoming a global brand. That's why we're building a team. A team with people who are great at what they do and who believe in my story and our mission: bringing people together with food that makes you happy. We're going full speed, so it's handy if you enjoy doing a lot, learning a lot, and taking on many (new) things. If you do that, you'll have the chance to grow with us. More and more supermarkets are stocking my Happy Halal products, and more and more people are finding them on the shelves. We're always working on creating new products, and if all goes well, we'll open our own bakery this year. So there's plenty to do! Do you want to help Kadir's grow from Brabant to a global brand? Check the vacancies below to see if there's a job that suits you. If there isn't anything now, keep an eye on LinkedIn. Who knows, you might see your new job there soon.

I always go for more flavor. It's a Kadir thing! I got it from my mother. She even helped me with the spice mix for our sausage rolls. And now? All my snacks are uniquely spiced. I often get messages from fans who say they never want to try anything else again.
Question? Brilliant idea? I wanna hear it! Email me when you've got a sec.
KADIR'S IS AN ETHNY HOLDING B.V. BRAND 2019 - 2026


