Cauli Rice is to roll out with a new name and a revamped lineup of vegetable rice variants, as it readies a major US push.
On 11 December, it will relaunch as Fullgreen to better reflect the portfolio’s all-natural ingredients and take it beyond cauliflower for the first time, said the brand.
The first Fullgreen products will roll out next week, comprising three cauliflower rice lines – 100% Cauliflower, Cauliflower & Broccoli, and Cauliflower with Tomato, Garlic & Herbs – and a 100% sweet potato variant (rsp: £1.99/200g).
Its existing Mediterranean, Indian Pilau and Lemongrass & Chilli cauliflower rice lines will be discontinued.
The relaunch was a realisation of the founders’ “expanding ambition for the company”, which is gearing up to makes its US debut in March after securing listings at “the two biggest retailers”, said Cauli Rice co-founder Gem Misa.
The brand brought forward its US expansion plans after smashing fundraising targets earlier this year, when it raised £1m more than its £400k target in its fourth round of crowdfunding.
The fledgling business had expected to break even in the UK for the first time at the end of 2017, but profits have been hit by the US investment, which included the recruitment of a dedicated sales team.
However, it is now on track to break even in Q1 2018, said Misa, who launched Cauli Rice in late 2015 with her husband, Jamie Harris.
Cauli Rice has seen value sales rise over the past year by 8.1% to £1.9m [Nielsen 52 w/e 9 September 2017].
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