Rice brand Tilda is stepping into full meal solutions with the launch of a new ready-to-heat product range called Easy Meals.
Catering to growing consumer demand for convenient and healthy meals, the recipes include Chickpea Korma, Sundried Tomato & Beans, and Vegetable Paella. The microwaveable 250g pouches have an RRP of £2.50 and have just launched in Sainsbury’s, with wider distribution to follow.
After introducing its Tasty Sides range in 2023 and Rice Pots in 2024, this latest launch marks the next step in Tilda’s mission to “unlock further category growth” through innovation that caters to genuine consumer needs.
“The Tilda brand has achieved strong growth year-on-year, which goes to show consumers’ appreciation for our strong focus on taste, quality and convenience,” said Anna Beheshti, Tilda’s Head of Marketing.
“We’re all so busy these days – short on inspiration and always on the lookout for shortcuts to elevate mealtimes. Our Easy Meals range offers up a complete meal, providing tasty vegetables and protein, in just two minutes – making healthy eating effortless, across any occasion.”
The launch of the new range will be supported by PR, influencer and social activity, followed by shopper marketing in April.
