Pulses and grains brand Merchant Gourmet is moving into the rice category with the launch of microwaveable rice pouches.
The brand stated that it was seeking to re-energise the microwaveable rice category with new, gourmet flavour combinations, made using premium wholegrains and ingredients.
The quartet of cooked rice pouches rolling out this month includes Moreish SunBlush Tomato & Basil, Zesty Coconut & Lime Leaf, Spiced Mango, Chilli & Lime, and Simply Cooked Wholegrain Brown, Red & Wild Rice.
As well as including wholegrains, each pouch provides a source of fibre, is low in fat and sugar and contains no artificial flavours or preservatives.
Richard Peake, Managing Director at Merchant Gourmet, said: “Just as we did with pulses and grains, we want to inject the Merchant Gourmet personality into microwaveable rice to make rice a little more Gourmet! Our latest launch seeks to shake up the category, adding the quality ingredients and exceptional flavour that Merchant Gourmet is known for, whilst introducing exciting innovation to the rice category.”
Merchant Gourmet’s new rice range is rolling out in Sainsbury’s and Ocado with an RRP of £2.00 per 250g pouch.
