This story's not very in depth and it really deserves a bit more background, as it just comes across as stupid.
It is pretty stupid, but not for the reasons that you'd expect.
Sheikh Shady Alsuleiman (literally called Shady, for ****'s sake) is a dodgy ****er who's a known extremist.
He's best known for his homophobic views and the promotion of jihadists.
He's piggybacking (sorry) on a well-known brand to use the controversy to promote this product.
It may just be an attempt to push his ideology, but it wouldn't surprise me if he was financially connected to it, either.
I'm not sure why this made the BBC, to be honest. It's a nothing story.
I'd expect it to pop up elsewhere, but it's not really significant.