Leading rice brand Tilda is targeting fresh growth opportunities with the launch of two new trend-led SKUs: Tilda Sticky Rice 500g and Tilda Pudding Rice 500g.
Rolling out in supermarkets from the end of August, the duo has been developed in response to two of the most influential shopper trends – global cuisine and nostalgia.
Already the leader in the Dry Rice category, Tilda’s new products have been designed to expand the brand’s usage occasions. Tilda Sticky Rice and Tilda Pudding Rice are targeting currently underserved segments in the aisle, opening up incremental sales opportunities for retailers.
The soaring popularity of home-cooked Asian cuisine means Sticky Rice has become the fastest-growing rice variant in retail. The new Tilda Sticky Rice line aims to build on the success of the brand’s Ready-to-Heat Sticky Rice pouch.
Meanwhile, Tilda Pudding Rice taps into the revival of nostalgic comfort food and retro desserts. Its slow-cooked, creamy texture makes it ideal for classics like rice pudding.
“Brits are craving more variety in the kitchen. They’re embracing bold Asian flavours, as well as rediscovering childhood favourites – but when it comes to Dry Rice, both these areas are currently underserved,” said Anna Beheshti, Head of Marketing at Tilda.
“With Tilda Sticky Rice and Tilda Pudding Rice, we’re offering consumers new reasons to shop the aisle, unlocking fresh mealtime inspiration while helping retailers grow the category through insight-led innovation – all without compromising the authenticity and premium quality that’s defined Tilda for over 50 years.”
Both launches will be supported through organic and paid social media, influencer partnerships, and shopper marketing.
Tilda Sticky Rice 500g and Tilda Pudding Rice 500g (RRP: £3.00) will be available in Sainsbury’s and on Tilda.com from 24th August, with wider rollout to follow.
