Laila Basmati is rolling out its new ‘Love Laila Naturally’ strapline, as part of a multi-million pound rebrand to attract new consumers.

The move comes as Laila added more than £3m YoY to the rice category last year, with sales growth of 34.6% over the last 12 months (Nielsen 2018).

The company’s rebrand is designed to drive value further and kicked off with the introduction of 100% recyclable packaging across its entire range of smaller bags last November.

Now, Laila is building on its brand positioning with an update to its strapline and the launch of a new website - both appearing from April 2019.

Harry Dulai, managing director at brand owner Surya Foods, said: “Laila Rice was established in 1996 to bring high quality, ‘authentic’ basmati rice to the rice-eating Asian community of the UK who were in search of aromatic, delicious rice that tasted as good as they knew it should. As UK tastes have evolved mainstream consumers have similarly come to appreciate authentic flavours much more.

“As such, Laila continues to grow exponentially year on year and drive category growth. 2018 was another remarkable year for Laila, however, we remain ambitious with our growth targets and this rebrand is very much about taking Laila to a mainstream audience.”

A 360 degree integrated marketing campaign is also underway to support the Laila rebrand and includes: TV and radio advertising, PR and print activity, shopper promotions, events, sampling and merchandising, as well as activity across digital and social media platforms.