UK Muslims praise supermarket Eid advert for 'thoughtful and inclusive approach'

UK supermarket chain Tesco has been widely praised by British Muslims for its new advertisement which shows a family celebrating the forthcoming Eid holiday which will follow Ramadan. 

The advert shows a mother, father and son as they prepare for an evening feast including “Alia’s ‘worth the wait’ Samosas”. 

Extended family descend on their home as a new moon is seen in the background. The son enjoys a much-anticipated samosa while his mother wishes him "Eid Mubarak". 

Alia’s ‘worth the wait’ samosas. Create your own golden veggie samosas for special moments to bring the family together over Ramadan and Eid. Head to this link https://t.co/2kXjO01qd6 for the recipe. pic.twitter.com/AvH2G9lkOD

— Tesco (@Tesco) April 13, 2023

"We would like to commend Tesco for the thoughtful and inclusive approach evident in their recent Eid advert, 'Alia's 'Worth the Wait' Samosas',” a spokesperson for the Muslim Council of Britain told The New Arab. 

"It is heartening to see major retailers capturing the essence of scenes evident in so many British Muslim households ahead of Eid al-Fitr.

"This advert is a wonderful example of how retailers can join in celebrating the cultural and religious diversity across the UK and promote unity and understanding during this festive season. We hope to see many such efforts by retailers in the future."

Some have criticised the advert for failing to include any hijab-wearing women, or for supposedly showing the moon in the wrong position. 

However, singer Leo Kalyan - whose voice was featured - hit back at criticism on Twitter and said: "So many ppl have dmd me about this. yes it’s me singing in the @Tesco eid advert! such a special, historic moment bc who would ever have thought we’d see something like this on UK TV, even 5 years ago? i’m grateful to be part of it & proud that 'someone like me' gets to sing it.” 

so many ppl have dmd me about this. yes it’s me singing in the @Tesco eid advert! such a special, historic moment bc who would ever have thought we’d see something like this on UK TV, even 5 years ago? i’m grateful to be part of it & proud that “someone like me” gets to sing it🥺 https://t.co/Iuolze5AUS

— leo kaLyan (@leokalyan) April 15, 2023

The advert includes a cover version of Rudimental’s song Feel The Love performed by Kalyan, a British-Pakistani singer, songwriter and model. 

The Race Equality Network, an anti-racist charity working with communities in the north of England, called the advert "great" and added: "We look forward to seeing more diverse adverts in the future." 

Eid al-Fitr - the holiday of breaking the fast - marks the end of the holy month of Ramadan, when Muslims fast from dawn to sunset. 

The moment is celebrated with prayers, exchanging gifts and visiting friends and family.