Merchant Gourmet is expanding its microwave rice range with two new additions: Tricolour Jasmine Rice, and Garlic, Ginger & Soy Rice (RRP: £ £2.00 – 250g). The launch in major UK supermarkets builds on the brand’s entry into the microwave rice category last year.
The brand noted that growth in the microwave rice category is gaining pace, driven by consumer demand for convenient options. According to NIQ data, value sales of rice and grains are up 3.4%, with volume growing by 4%. Pouched rice is leading the charge, accounting for nearly a third of the market. In the past year alone, 55 new pouched rice products have been launched, as both branded and own-label players respond to the shift.
Merchant Gourmet stated that it is leaning into this momentum, with a mission to premiumise the microwave rice aisle, offering bold flavours and whole ingredients. Its new rice SKUs introduce globally inspired, restaurant-style combinations to the category.
Richard Peake, Managing Director at Merchant Gourmet, said: “The ready-to-eat rice category continues to show huge growth, and innovation is key to maintaining this momentum. As the UK’s number one pulses and grains brand, we’re always looking for ways to bring more excitement and flavour to the category, and these two new rice options do just that.
“With this launch, we’re responding to consumer demand for bold flavours and convenient, healthy options that don’t compromise on quality. We want to make it easier for people to eat well without compromising on taste, and this launch is another step in that direction.”
