Tilda has expanded its wholegrain rice portfolio with three variants.

The trio, rolling out next week, comprises a ready-to-heat Brown Basmati & Wild Rice (rsp: £1.59/250g) and dry variants Basmati & Quinoa and Basmati & Wild Rice (rsp: £2.65/500g).

“Wholegrain is a key category driver,” said marketing head Anna Beheshti.

A pair of quinoa rice variants launched last August has clocked up £300,000 in sales [IRI 52 w/e 3 January 2015].