Tilda Firecracker

Tilda has expanded its pouch range with a limited-edition Firecracker Steamed Basmati Rice.

The flavoured variant, which is rolling into Tesco, Sainsbury’s, Asda, Waitrose and The Co-op Group later this month, is seasoned with red chilli, ginger, Szechuan pepper, soy sauce, paprika, tomato and garlic (rsp: £1.59). It had been developed to tap the trend for hot and spicy foods, said Tilda.

In August, The Grocer revealed that pouch rice sales had overtaken ordinary dried rice, becoming the category’s bestseller for the first time. Tilda’s sales across all formats are up 8.7% to £69.7m, on volumes up 6.7% [IRI 52 w/e 23 May 2015].