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Rice wars have hit the microwaveable rice aisles as upstart brand Veetee looks set to overtake old-favourite Tilda. IRI figures seen exclusively by The Grocer show Veetee’s microwaveable Dine In range – launched in May 2007 –has upped its...
Veetee Rice has revealed plans to add pasta to its repertoire next year.
Speaking as it confirmed it had struck a deal with Tesco to sell its microwavable rice, chairman Moni Varma said the range would be produced in a similar way to its...
Veetee is targeting a more discerning rice consumer with four premium products to add life to basic curries or chilli con carne. Its premium, brown and organic basmati rice variants, along with Goan red & wild rice, will be available from...
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