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    Tilda launches limited edition Japanese flavour

    Tilda has introduced a UK first for the ready-to-heat market with the launch of Japanese Teriyaki Limited Edition.

    The temporary addition marks the unofficial countdown to the Tokyo 2020 Olympics, which is postponed to next year due to the COVID-19 pandemic, and pays tribute to a popular cooking technique in Japan: teriyaki .

    The new flavour combines sticky jasmine rice, spring onions, carrots, water chestnuts, and an authentic teriyaki mix of soy sauce, sugar and mirin in a convenient ready-to-heat pouch. Ready in just two minutes, it pairs perfectly with chicken, steak or salmon, or can simply be added to a vegetable stir-fry.

    Anna Beheshti, head of marketing at Tilda said: “Becoming a tourist hotspot with annual visits increasing year on year, interest in Japanese cuisine is growing in the UK, and with the Olympics due to be held in the nation’s capital next year, Tilda wanted to bring a taste of Japan to consumers to celebrate the country’s renowned cuisine.”

    “We’re looking forward to seeing the consumer appetite for Tilda Japanese Teriyaki Limited Edition and the role it will play in driving brand and category growth. ”

    Tilda Japanese Teriyaki Limited Edition (RRP of £1.59, 250g) is vegan, gluten-free and contains no artificial colours, preservatives or flavourings.

    Packaged in a distinctive Japanese themed pouch for increased standout on shelf, the product is now available to order.

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