- Tilda tackles appetite for world food flavours with new pouches
- Brand is leading the Ready-to-Heat rice category
- Tasty takes on Oriental classics, without the wait, fuel the “fakeaway” trend
Rice brand Tilda is set to drive further growth in the Ready-to-Heat category with the launch of two new flavour-packed rice pouches. Designed to satisfy soaring consumer appetite for global cuisine and convenient mealtime solutions, the trend-led duo will hit supermarket shelves from the end of August.
The line-up features two new, internationally-inspired recipes — Soy & Ginger Sticky Rice and Chinese Special Fried Rice. It’s set to bolster Tilda’s popular Ready-to-Heat range, which has added more value and volume to the category than any other brand, having grown sales by +£5.6M. The new additions offer a compelling sales opportunity for retailers looking to capitalise on the growing demand for authentic, high-quality ingredients that deliver on both taste and convenience.
Pioneering flavoured sticky rice, 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 fragrant ginger for Southeast Asian-inspired flavour in just two minutes. With average monthly search data for Korean and Japanese cuisine up +118 per cent and +41 per cent respectively, it’s well-placed to tap into this trend and become a popular base for Rice Bowls. Meanwhile, Tilda’s Chinese Special Fried Rice blends soy, Chinese spices and a vibrant veg medley for a tasty take on an oriental classic, without the wait, adding more fuel to the “fakeaway” trend.
These launches reflect Tilda’s ongoing commitment to driving category growth through insight-led innovation that meets evolving consumer needs. With Ready-to-Heat Rice continuing to perform strongly, the extensions to the range will provide retailers with a new way to attract flavour-seeking, time-poor shoppers looking to elevate midweek meals with ease.
“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 designed to drive in-store engagement and encourage trial.
Available in a 250g pouch (RRP: £1.25) after 25 August