DesiMe

DesiMe: halal meat and South Asian groceries delivered across the UK

DesiMe is an online grocery store built around certified halal meat and the everyday ingredients of Indian and Pakistani cooking. Its catalogue combines a butchery section with fruit and vegetables, bakery, cupboard staples, frozen food, spices and non-food lines, and the shop states that it delivers nationwide.

A butchery organised by animal and cut

The meat section is divided into beef, chicken, lamb and mutton, and within each animal the range is grouped into diced, mince, steaks, large cuts and whole cuts. Beef also has an "other" line, and the butchery extends to turkey, marinated products, fish, chilled meat and a separate selection of premium cuts. Crushed chilli and onion appear as prepared meat options.

Steaks form a distinct showcase. The catalogue lists halal beef sirloin, ribeye and fillet steaks, lamb leg steaks, chicken breast steaks, mutton leg steaks and marinated chicken breast steaks, alongside a halal Wagyu beef sirloin graded BMS 7+ and a Wagyu Tomahawk steak of the same grading in the 1 kg to 1.3 kg range. Prices shown at the time of writing ranged from a few pounds for the entry-level steak options to £99 for the Tomahawk.

Meat boxes and a taster selection

For buyers who want a mixed order rather than individual cuts, DesiMe sells meat boxes in medium and large formats: mixed meat, chicken, lamb, beef and mutton. There is also a halal taster box presented as a compact selection of five popular cuts, aimed at customers ordering for the first time.

Fruit, vegetables and bakery

The produce section separates fruit into apples, bananas and pears; berries, grapes, peaches and plums; exotic fruit; and oranges and citrus. Vegetables are grouped into tomatoes, cucumbers and peppers; leafy vegetables; chillies; onions, ginger and garlic; potatoes; Indian and Pakistani vegetables; and exotic varieties. The bakery covers pastry, rusk and snacks, croissants, cakes, biscuits, and breads including buns and rotis, naan, pitta and wraps.

Grocery, frozen food and store-cupboard lines

The grocery catalogue is broad. It includes drinks such as American cans, fizzy drinks, still drinks, syrups and water cases; home baking and sugar; oils and ghee; desserts and mithai; lentils; tinned food; cereals; pasta, noodles and lasagne; tea and coffee; honey; and condiments, pickles and marinades such as chutney, jams and spreads, lemon and lime juice, pastes, marinades, pickles and sauces. Crisps, confectionery and snacks, dry fruit and nuts, and popcorn sit in a separate group.

A Middle East section lists beans, bottles, dates, dips, dry spices, bulgur and couscous, halawa and tahina, jars, olives, pickled vegetables and tinned goods. Dessert ingredients include custard, falooda, firni, gajar halwa, jelly, rasmalai, vermicelli and kheer. Dairy and frozen food cover butter and margarine, cheese, cream, milk and yoghurt, plus frozen burgers, chicken, fish, kebabs, parathas and rotis, chips and potatoes, samosas and rolls, sausages, vegetables and pizzas.

Flour and rice are treated as their own departments: flour includes atta, bajri and cornmeal, gluten-free atta, gram flour, self-raising and plain flour, and semolina; rice covers basmati, easy cook and pudding rice. Spices and seasoning are split between cooking ingredients (flavouring, food colouring, fry mix, gravy, salt, seasoning and stock) and boxed spice brands including Alamgeer, Gits Mixes, Heera, National, Shan, Laziza and Ahmed, alongside loose spices and seeds.

Own-brand products and household goods

DesiMe sells products under its own name, among them gram flour, sunflower oil, chickpeas, chopped tomato, red lentils, chana dal, tandoori masala, toor dal, masala fish and hot and spicy imli pani. The non-food side covers health and beauty (herbal products, baby care, face, body and hand care, hair colour, hair oil, herbal medicine, men's care, shampoo and conditioner, soap and handwash, toothpaste and women's care) and household items such as disposable tableware, kitchen and bathroom products, cleaning products, fragrance and washing powder.

Delivery, offers and customer programmes

The store advertises free delivery on orders over £100, with Saturday excluded from that free service, and next-day delivery as an option. It runs a "3 for £12" promotion on selected samosas and spring rolls, a £1-or-less offers section and a rotating sale area. Customers can join a rewards programme, refer a friend for a £10 voucher for both parties, and apply to an affiliate scheme that pays on shared sales without a stated limit.