Rice brand Tilda is bringing heat to its range with the launch of its Jamaican limited Spiced Pumpkin Rice, created in partnership with chef duo, Original Flava.
Combining fluffy white rice with pumpkin and warming scotch bonnet chilli, the pouch taps into growing demand for globally inspired flavours, while giving retailers a limited-edition SKU designed “to capture attention, create excitement at fixture and drive incremental sales,” Tilda said.
Created in collaboration with brothers Craig and Shaun McAnuff – the chef duo behind Original Flava - Tilda Jamaican Spiced Pumpkin Rice is inspired by the comforting, home-cooked meals the brothers grew up enjoying with family.
The launch builds on Tilda’s track record of driving category growth through insight-led ready-to-heat innovation, with the segment continuing to act as a key growth engine.
Anna Beheshti, head of marketing at Tilda, said: “Shoppers are looking for easy ways to bring more excitement and authenticity into everyday meals, and Jamaican cuisine is continuing to build momentum.
“For retailers, this limited edition launch offers a product that brings real difference to the fixture, builds hype and can bring in extra sales.
“The versatility of the pouch is a big part of its appeal. Whether it’s paired with jerk chicken, curry goat or used to elevate plant-based dishes and barbecue spreads, it gives shoppers an easy way to bring Jamaican flavour into a wide range of meal occasions.”
The new 250g packs are vegan friendly, gluten free and made with no artificial colours, flavours or preservatives and carry an RRP of £1.25.
The launch also lands as Tilda’s biggest-ever brand campaign, Live Like You Mean It, is live nationwide across TV, VoD, YouTube, radio and podcasts, reaching up to 65% of UK adults.
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