The past 12 months has seen the two market leading rice brands exchange the promotional baton.

Where Tilda dominated promotional activity in 2008-9, in 2009-10 it was Uncle Ben's that led the charge, more than doubling its number of promotions.

Uncle Ben's was responsible for almost a third of all branded promotional activity in the category with an average cost saving of £1.42, by far the highest of any brand. There was a similar dynamic in noodles where Amoy leapfrogged Sharwood's to become the heaviest promoter in dried pasta.

There was also a noticeable increase in own-label promotions, from 12 in 2008-9 to 65 in 2009-10. Of the retailers, Asda ran 171 deals on rice and noodles, supplanting Morrisons as the leading promoter.

Both Morrisons and Tesco decreased their promotional activity while Waitrose and Sainsbury's upped the number of deals by 29 and 20 respectively.

Focus On Rice & Noodles