Arriving from the end of August, the new line-up features Soy & Ginger Sticky Rice and Chinese Special Fried Rice. The new additions offer a compelling sales opportunity for retailers looking to capitalise on the growing demand for “authentic, high-quality ingredients that deliver on both taste and convenience,” Tilda says.
These launches reflect Tilda’s ongoing commitment to driving category growth through insight-led innovation that meets evolving consumer needs, it adds.
With ready-to-heat Rice continuing to perform strongly, the extensions to the range will provide retailers with a new way to attract flavour-seeking, time-poor shoppers looking to elevate midweek meals with ease.
“Our Ready to Heat range has always been about offering authentic, premium-quality grains in a quick and convenient format,” says Anna Beheshti, head of marketing.
“With global cuisines - especially Korean, Chinese and Japanese - continuing to inspire mealtimes, our new flavours and enhanced recipe are set to boost Tilda’s presence in this fast-growing category, while supporting our retail partners in driving incremental sales,” Behesti added.
The launches will be supported by a multi-channel marketing campaign spanning PR, influencer partnerships and social media activity. This will be complemented by shopper marketing designed to drive in-store engagement and encourage trial.
Both lines come in a 250g pouch with RRPs of £1.25.
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