Rice brand Tilda is aiming to unlock new opportunities in kids’ food with the launch of Tilda Taste Travellers – a range of “veg-packed, nutritionally balanced, rice-based meals” created in collaboration with leading children’s dietitian, Lucy Upton.
Tilda Taste Travellers features four internationally-inspired recipes - Mexican Rice Bowl, Japanese Katsu Curry Rice, Pesto & Pea Risotto, and Mild Thai Green Curry Rice - pairing global flavours with its premium grains. Each 220g pouch provides two of a child’s five-a-day, is a source of protein and fibre and is low in salt.
Landing from 13 October, the launch is set to drive penetration for Tilda among family shoppers with nursery-age children and deliver incremental sales for retailers in a market where taste and nutrition remain key purchase drivers, it says.
“We want to set a new standard for children’s mealtimes, combining taste, convenience and health to support busy families,” says Anna Beheshti, head of marketing at Tilda. “By developing the range with Lucy Upton, we’re able to bring world flavours to children’s plates in a simple, convenient format that gives parents confidence in what they’re serving.
“For retailers, it’s a strong opportunity to meet growing demand for quick, adventurous and healthy kids’ meal solutions.”
Upton (left) added: “Busy parents are always looking for that balance between convenience and nutrition. That’s why prioritising nutrient-dense foods like beans and vegetables was key in the development of Tilda Taste Travellers, as was introducing little ones to exciting new flavours.”
Tilda Taste Travellers carry an RRP of £2. The launch will be supported by PR, social media and influencer activity, alongside shopper marketing to drive engagement.
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