Merchant Gourmet has expanded into a new product category with the launch of its new microwavable rice pouches.
The quartet of cooked rice pouches includes rice with premium ingredients such as SunBlush tomatoes, lime leaf and alphonso mango, among other flavours. They are currently available in Sainsburys and Ocado with an RRP of £2.00 (250g).
According to the the UK’s No.1 pulses and grains brand, the launch comes in response to growing consumer demand for a wider variety of global flavours and healthier types of rice.
The FMCG brand is now seeking to re-energise the microwaveable rice category with new flavour combinations, made using premium wholegrains and ingredients.
It comes as Merchant Gourmet has launched a variety of new products in the last 3 months, including a frozen veg range and a ready-to-eat Black Dhal.
With 62% of Brits cutting down on eating out at restaurants in favour of cooking at home, Merchant Gourmet claims that the new rice range provides a portion to add alongside a healthy meal.
As well as including wholegrains, each pouch provides a source of fibre, is low in fat and sugar and contains no artificial flavours or preservatives.
The news comes as earlier this month, Leon launched a duo of new microwavable rice pouches in all Sainsbury’s stores nationwide.
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Merchant Gourmet managing director, Richard Peake said: “Just as we did with pulses and grains, we want to inject the Merchant Gourmet personality into microwaveable rice to make rice a little more Gourmet.
“Our latest launch seeks to shake up the category, adding the quality ingredients and exceptional flavour that Merchant Gourmet is known for, whilst introducing exciting innovation to the rice category.”
Earlier this year, Tilda expanded it’s range of family-favourite rice pouches with two new variants, golden vegetable rice and sticky rice.
1 Comment. Leave new
Self to put into glassware to reheat …. as a particulwr parent, though one cna get illness despite like 93% healthy, still common sense said, plastic ..not matter how good quality, are still plastic. Even travelling, i went to the miles to bring own tiny glassware to reheat those htdogs and rice, no other options for yoing children then. Not all tots know how to eat raw salad or such. More filing fruits like bananas only wont do either.