Subway Singapore seeking halal certification

Subway Singapore has confirmed it is preparing an application for halal certification from the Islamic Religious Council of Singapore.

The move has attracted mixed reactions from followers on its Facebook page, some saying they would boycott the brand.

The move was strategic for Singapore in response to consumer needs, says Subway head of marketing for Southeast Asia/Hong Kong/Macau Michelle Lee. It was also a result of customer feedback and a review of its menu.

Lee says the company does not foresee any significant brand impact following a market test of non-pork products.

A move by Subway to go halal in London a few years ago attracted backlash, but made business sense as customers included both local and overseas Muslims.

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