The original four variants included a Mediterranean Tomato recipe as well as pure Basmati, Pilau Basmati and Savoury Mushroom Basmati rices, and an Egg Fried Rice variant joined the ranks later in the year. Advertising was concentrated on London and the south east and hit TV screens and cinemas in October 2001, backed by sampling activity in multiple retailers. Sales Information Resources shows sales of just over £2m for the year ending March 24, 2002, across multiple grocers and co-ops, while pre-cooked ambient rice sales totalled £13.8m within the same outlets and time frame ­ a rise of 132.7%. The company says "Since its launch last year, Tilda Rizazz has led a revolution in the microwave rice category. Sales are up by 133% in value and the whole category is enjoying incremental sales. The brand is currently worth £2m after less than a year on the market. "While some microwaveable rice products already existed, Tilda Rizazz was designed to meet the demand for real food values as well as convenience. Our biggest selling variety is Mediterranean Tomato but recent arrival Egg Fried Rice is performing well. "Plans are in place for 2002 with more innovative new recipe rice products and further marketing support. "We have also just extended the brand with new gourmet sauces." {{P&P }}