Boasting more fibre than ever before Tilda’s Tasty Wholegrains range taps into the latest consumer health trends

The Tilda Tasty Wholegrains range has been reformulated to include increased fibre content to meet growing consumer demand for higher fibre products.

Available now, Tilda Wholegrain Basmati Rice, Tilda Wholegrain Pilau Rice, Tilda Wholegrain Basmati & Wild Rice and Tilda Wholegrain Basmati & Quinoa Rice have been enriched with acacia fibre.

With 9 out of 10 adults in the UK not getting enough fibre[1], the new and improved Tilda Tasty Wholegrains portfolio allows retailers to help shoppers make healthier purchasing decisions without compromising on taste.

Understanding that fibre plays an integral role in keeping a healthy digestive system by supporting gut health, and that it can also help to lower the risk of heart disease, stroke, type 2 diabetes and bowel cancer[2], Tilda was committed to increasing the fibre content of its Tasty Wholegrains products. The relaunched range ensures that not only are healthier alternatives available to consumers, but that the alternatives stocked are both tasty and convenient.

“Tilda remains at the forefront of innovation and we are constantly looking at new food trends that have the potential to create consumer excitement and ultimately drive brand and category growth,” says Anna Beheshti, Brand Lead at Tilda. “We have focused on the great taste and added health credentials of the Wholegrain portfolio which now contains 3.8g of fibre per serving, helping shoppers to achieve the government recommended daily intake.

“Research shows that 68% of consumers are actively looking for products that promote gut health[3], Tilda wants to ensure that not only do retailers have access to these products, but that the products on offer boast the great taste credentials that consumers expect from Tilda”.

Convenient and ready in as little as two minutes, the entire Tilda Tasty Wholegrains range is vegan, gluten-free and contains no artificial colours, preservatives or flavourings.

“The Tilda Tasty Wholegrains range is worth £10.3m RSV and we hope that adding more fibre to our products will not only help to bring new buyers into the category but also help consumers to make healthier choices, when it comes to mealtimes[4],” adds Anna Beheshti.

Tilda Wholegrain Pilau Rice RTH, Tilda Wholegrain Basmati & Wild Rice RTH, Tilda Wholegrain Basmati & Quinoa Rice RTH and Tilda Wholegrain Basmati RTH are available now. RRP of £1.59 (250g).

[1] National Diet and Nutrition Survey 2014/2015 to 2015/2016

[2] British Nutrition Foundation, July 2018

[3] YouGov, January 2019

[4]  IRI, SIG Grocery Outlets, Value Sales Tilda Wholegrain Basmati, Wholegrain Basmati & Wild, Wholegrain Basmati Pilau, Wholegrain      Basmati & Quinoa, 52w/c 9.11.19

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