Tilda has teamed up with MasterChef 2010 winner Dhruv Baker to launch its first limited-edition rice.
The company is rolling out the British Curry microwaveable basmati rice to retailers including Ocado, Waitrose and Tesco (rsp: £1.29/250g) this month, and into Sainsbury’s stores from December. It will be available until May 2013.
The recipe, created by Baker, combines coconut, curry leaf and coriander with cinnamon, apricots and star anise. He said the rice, which can be used as an accompaniment in a large meal or on its own as a lunch, was inspired by the flavours of British-style curries and reflected his Indian upbringing.
Baker told The Grocer this was the first time he had developed a retail product. “Having complete freedom on the creation of this product was amazing, as it meant I was able to develop something I believe in 100%,” he said, adding he was also in the process of opening his first restaurant.
Tilda said the name and Union Jack-inspired packaging would tap into nation’s patriotic mood. The company is also rolling out its Pure Basmati rice in Union Jack packaging this month.
British Curry rice is part of Tilda’s fast-growing Steamed Basmati range, which represents about £24m of the brand’s £57m business. Sales of the overall brand have grown 13.5% by value year-on-year in a rice category up 1.7% [Nielsen 52 w/e 15 September 2012].
In March this year Tilda expanded its line-up with the Tilda Kids range of rice and veg meal accompaniments.