It’s time to lay the outdated stereotype about Brits only eating food that’s beige, bland and overboiled to rest, once and for all. Our research reveals that more than two-thirds (68%) of Brits describe themselves as adventurous when it comes to trying foods from around the world. And, as we explore in later charts, rice is playing a key role in those culinary explorations. “Growing culinary curiosity is a really interesting opportunity for retailers,” says Eszter Somogyi, director for Europe, Middle East and Africa at USA Rice. “The key is making exploration accessible. Shoppers may be interested in trying something new, but they need to know what to buy, how to cook it and what to serve it with.”