Tilda, the UK’s number one rice brand[1], is making a bold move into Pulses with the launch of a six-strong ready-to-heat range. The new Tilda Pulses pouches aim to reinvigorate the category and attract new shoppers by combining convenience, flavour and nutritional value with the trusted quality and credibility that comes with Tilda’s 55+ years of rice expertise.
Available in six varieties – Mixed Lentils, Beluga Lentils, Tomato & Red Pepper Lentils, Cannellini Beans, Lemon & Basil Beans, and Smoked Paprika Chickpeas –Tilda Pulses caters to a diverse range of taste preferences and occasions.
The range builds on Tilda’s proven track record in convenience-led innovation, where it dominates ready-to-heat rice with bestselling category-leading staples including Pure Basmati, Pilau, Brown and Coconut[2], as well as a dynamic pipeline of limited-edition launches. Most recently, this has included the launch of Tilda Jamaican Spiced Pumpkin Rice in collaboration with chef duo Original Flava – a bold, flavour-packed partnership bringing vibrant, culturally rooted inspiration to the category.
Designed to make pulses simple and accessible, each 250g pouch can be enjoyed warm in just 45 seconds or straight from the pack. By combining ready-to-heat convenience with flavour-led recipes rich in fibre and protein, Tilda Pulses is making it easier for shoppers to incorporate nutritious ingredients into everyday meals.
Leveraging its position as a store-cupboard staple in 1 in 4 UK households[3], Tilda is bringing much-needed scale and visibility to the category. This offers retailers an opportunity to recruit shoppers and grow incremental sales in a segment that has historically been overlooked.
“Pulses have huge potential, but the category hasn’t yet reached a broad audience,” says Anna Beheshti, Head of Marketing at Tilda. “Consumer interest in protein and fibre-rich foods is growing, especially as shoppers look to ‘fibre-max’ their meals. But fewer than 10% of UK households currently buy pulses, and many still see them as boring, bland and time-consuming to prepare.
“We’re tackling those perceptions with Tilda Pulses, helping shoppers discover how exciting, tasty and versatile pulses can be – whether they’re rustling up a quick office lunch, looking for an easy midweek dinner or prepping a nutritious snack. This gives retailers an unmissable opportunity to make the most of Tilda’s nationwide appeal and tap into growing demand for nutritious, yet convenient, food.”
Tilda Cannellini Beans, Tilda Lemon & Basil Beans and Smoked Paprika Chickpeas (RRP: £2.00, 250g) will be available in select Sainsbury’s stores nationwide from early July, followed by the rest of the range from the end of July. The launch will also be supported by marketing activity designed to drive awareness, encourage trial and inspire shoppers to discover the versatility of pulses in everyday meals.
[1] Circana Total Rice, Pulses, Grains & Lentils Database, Value/ Volume Sales, 52weeks to 27.12.25 All Outlets
[2] Circana (UK) Ltd, All Outlets, Ready To Heat Rice excl. PL Database, Value Sales, 52 WE 21 Mar 2026
[3] Kantar, Total Tilda, 52 w/e 22.03.26
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