Tilda has expanded it’s range of family-favourite rice pouches with two new variants, golden vegetable rice and sticky rice.
The premium UK rice brand launched the golden vegetable packets in Sainsbury’s on 23 January, followed by Tesco on 13 February (250g/RRP £1).
Later this month, Tilda’s sticky rice (250g/RRP £1) will also be introduced to its ready-to-heat selection in Tesco, Sainsbury’s and Ocado, to satisfy the growing appetite for dishes such as Poke Bowl or DYI sushi.
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The launch represents the iconic rice brand’s latest move to inspire consumers to create quick and easy meals by expanding the variety of convenient ready-to-heat rice in major supermarkets.
“We’re always looking for ways to innovate and bring premium flavours to consumers, which help them to turn a good dish into a great dish in a matter of minutes,” head of marketing at Tilda, Anna Beheshti said.
Tilda’s golden vegetable rice recipe contains 21% vegetables, including red peppers, carrot, sweetcorn and peas. Like most other rice flavours in its ready-to-heat range, the NPD is also vegan, vegetarian and gluten-free.
Behesti added: “We hope that our Golden Vegetable Rice will become a cupboard staple for consumers who are looking to elevate their plate but also to balance their meals in a quick and easy way, especially busy consumers with little time to cook tasty and balanced dishes including vegetables.”
The news comes as food inflation reached the highest rate in the food category on record in January 2023 to 13.8%, up from 13.3% in December, new data shows.
