Tilda, the UK’s number one rice brand[1], is unlocking new opportunities in Kids’ Food with the launch of Tilda Taste Travellers – a new range of veg-packed, nutritionally balanced, rice-based meals created in collaboration with leading children’s dietitian, Lucy Upton.
Tilda Taste Travellers features four internationally-inspired recipes – Mexican Rice Bowl, Japanese Katsu Curry Rice, Pesto & Pea Risotto, and Mild Thai Green Curry Rice – pairing global flavours with the premium grains that help Tilda outsell its competitors on value sales[2]. Suitable for toddlers and up[3], every 220g pouch provides two of a child’s five-a-day, is a source of protein and fibre, and is low in salt.
Landing in Tesco, Ocado and Amazon from 13th October, the launch is set to drive penetration for Tilda among family shoppers with nursery-age children and deliver incremental sales for retailers in a market where taste and nutrition remain key purchase drivers.
“With Tilda Taste Travellers, we want to set a new standard for children’s mealtimes – combining taste, convenience and health to support busy families,” says Anna Beheshti, Head of Marketing at Tilda. “By developing the range with children’s dietitian Lucy Upton, we’re able to bring world flavours to children’s plates in a simple, convenient format that gives parents confidence in what they’re serving. And for retailers, it’s a strong opportunity to meet growing demand for quick, adventurous and healthy kids’ meal solutions.”
Lucy Upton, The Children’s Dietician, adds: “Busy parents are always looking for that balance between convenience and nutrition. That’s why prioritising nutrient-dense foods like beans and vegetables was key in the development of Tilda Taste Travellers, as was introducing little ones to exciting new flavours. It can be a supportive step in helping them enjoy a wider variety of family foods as they grow.”
Tilda Taste Travellers (RRP: £2.00, 220g) will be available via Tesco, Amazon and Ocado from 13th October, with wider multi-channel rollout to follow. The launch will be supported by PR, social media and influencer activity, alongside shopper marketing to drive in-store engagement.
[1] Circana (UK) Ltd, All Outlets, Total Rice, Excl Pulses, Grains & Lentils, Value Sales, 52 WE
12 July 2025
[2] Circana (UK) Ltd, All Outlets, Total Rice, Excl Pulses, Grains & Lentils, Value Sales, 52 WE 12 July 2025
[3] “Toddlers” refers to children aged 3+
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