Global rice supplier Amira has set its sights on the UK and revealed ambitions to become the country’s leading speciality rice brand.

The company, which turned over $330m last financial year and was listed on the New York Stock Exchange in October, said it aimed to build its UK business by convincing British shoppers to treat speciality rice as a premium staple product and not a commodity.

Its UK line-up will feature two flagship products aged for at least 18 months: Amira Superior Aromatic, which it claimed offered “exceptional” taste and texture, and its traditional basmati Amira Pure. It will also offer Indian Basmati, Brown Basmati, Long Grain and Thai Jasmine products.

It would offer products across a range of price points, but pricing would be at the discretion of retailers, it added. Marketing activity will include TV ads encouraging consumers to ‘Make Something Beautiful’ with Amira, as well as national press ads, in-store sampling and social media.

Amira, which supplies 40 markets worldwide, previously sold bulk packs through some UK wholesalers but has now set up a UK operation.

“Speciality rice has been undersold globally,” claimed Rob Mesure, CEO of Amira’s UK and European operation, and former Nestlé commercial director. “Our ambition is to lead the speciality rice category by offering superior products and investing in educating and promoting the benefits of superior quality.”

The company was talking to supermarkets, and expected the brand to hit shelves in May, he added.

Mintel rice analyst Jodie Minotto said the brand’s provenance might appeal to foodies, but warned it could struggle to compete with quality own-label lines.