The UK’s number 1 rice brand[1], Tilda, is expanding its Ready-To-Heat rice portfolio with the introduction of a NEW single serve portion-controlled range.
Tilda rice pots come in handy 2x125g servings in recyclable pots (RSP of £1.50) and will be available from Tesco and Ocado from the 8th July, followed by a Sainsbury’s listing from the end of August.
The new offering caters to busy consumers seeking quick and delicious, quality rice without the hassle of extensive preparation. Consumers can enjoy fully cooked rice in just 60 seconds (medium grain in 90 seconds), perfect for home or the office.
Designed for single-serve convenience and portion control, the five SKU rice range includes — medium grain, long grain, butter & sea salt, vegetable and Mexican rice – an impressive range of tasty options. The rice pots can be best enjoyed when paired with protein for a satisfying quick dish, or as an excellent side dish. This versatile addition to the brand’s Ready-To-Heat range requires no clean-up, little space in the cupboard and is easy to carry to work, making it a convenient choice for consumers.
The new range also features innovative recipes for the rice category tailored to various tastes and preferences, including the Butter & Sea Salt with Jasmine rice, known for its naturally sticky texture that complements rich, savoury dishes. For consumers who prefer a different texture, the Medium Grain rice is firm on the outside and soft on the inside, making it an excellent choice for salads and Oriental dishes. The diverse selection not only broadens the options for quick, delicious meals but also introduces new flavours and textures to enhance everyday mealtime experiences.
Available in rice aisles, Tilda is furthering its position as the overall number 1 rice brand by driving household penetration and generating incremental sales for its RTH range.
Anna Beheshti, Head of Marketing at Tilda says: “We’re continuing to see consumers seeking high-quality, affordable meal options that don’t require lengthy preparation. The new Rice Pots are an exciting expansion to our Ready-to-Heat portfolio, providing a perfect solution for those looking for a convenient single serve option.
“Portion control is crucial for consumers looking to manage their dietary intake and reduce food waste, and our Rice Pots provide a convenient, recyclable solution that delivers a premium taste. Simple and versatile, they can be enjoyed best when paired with protein for a quick meal, or served as a side dish to share. We’re confident they will be a hit with consumers.”
The Tilda Ready-To-Heat Rice Pots range (2x125g) can be found in the rice aisle from July, RSP of £1.50.
[1]Circana Total Rice, Pulses, Grains & Lentils Database, Volume Sales, 52weeks to 23.03.24 All Outlet
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