Tilda has reformulated its Tasty Wholegrains range of rice pouches, ramping up their fibre content.
The brand has enriched its Wholegrain Basmati Rice, Wholegrain Pilau Rice, Wholegrain Basmati & Wild Rice and Wholegrain Basmati Quinoa Rice SKUs with acacia fibre – they now contain 3.8g of fibre per serving, compared to 2.1g to 3g in previous packs.
Tilda said the relaunch “ensures not only that healthier alternatives are available to consumers, but that the alternatives stocked are both tasty and convenient”.
The brand “remains at the forefront of innovation and we are constantly looking at new food trends that have the potential to create consumer excitement and ultimately drive brand and category growth”, added Tilda brand lead Anna Beheshti.
The new rice pouches are vegan, gluten-free and contain no artificial colours, preservatives or flavourings.
They rolled out at the multiples in late November (rsp: £1.59/250g).
Tilda was sold by its former owner, Hain Celestial, to Spanish food processing business Ebro Foods this year for $342m (£280m), with Ebro Foods heralding its “strong foothold in the British market”.
Sales of Tilda – the UK’s second-biggest rice brand – were down 0.4% in the past 12 months to £79.9m [Nielsen 52 w/e 7 September 2019].
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