Tilda is looking to drive further growth in the Ready-to-Heat category with the launch of two new rice pouches. Designed to meet increasing consumer appetites for global cuisine and convenient mealtime solutions, the trend-led duo will hit supermarket shelves from the end of August.
The lineup features two new, internationally inspired recipes – Soy & Ginger Sticky Rice and Chinese Special Fried Rice. They will bolster Tilda’s Ready-to-Heat range, which has added more value and volume to the category than any other brand, having grown sales by £5.6m last year.
Soy & Ginger Sticky Rice marks a category first and aims to build on the success of Tilda’s Sticky Rice 250g pouch, which now sits among its top five bestsellers. It combines soft, sticky rice with soy sauce and ginger for Southeast Asian-inspired flavour, making it well-placed to tap into the trend for Korean and Japanese cuisine.
Meanwhile, Tilda’s Chinese Special Fried Rice blends soy, Chinese spices and a veg medley for a “tasty take” on an oriental classic.
“Our Ready to Heat range has always been about offering authentic, premium-quality grains in a quick and convenient format,” said Anna Beheshti, Head of Marketing at Tilda.
“With global cuisines – especially Korean, Chinese and Japanese – continuing to inspire mealtimes across the UK, and busy Brits’ looking for cooking shortcuts, 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.”
From August, 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.
Available in a 250g pouch (RRP: £1.25), Tilda Soy & Ginger Sticky Rice and Tilda Chinese Special Fried Rice will be first-to-market in Sainsbury’s from 25th August, with wider distribution to follow.
