In the past few months, residents in some parts of London, Leeds, Birmingham and Cardiff in the UK will have noticed a glossy leaflet dropping through the letter box. It looks like any other promotional literature, except for the slogan on the front: "Halal car insurance that's right for your faith."

Appeals to a consumer's religious beliefs are unusual in a sales pitch in the UK and probably unheard of in its car insurance industry. But Principle Insurance Holdings believes the time has come for car insurance aimed at Britain's 2m Muslims.