Rice giant Tilda has launched a Japanese-style ready-to-heat teriyaki rice it claims is a category first.
The limited-edition NPD combines sticky jasmine rice with spring onions, carrots, water chestnuts and an “authentic” teriyaki mix, and is billed as pairing “perfectly with chicken, steak or salmon”. It is vegan, gluten-free and contains no artificial colours, preservatives or flavourings (rsp: £1.59/250g).
The rice is packed in a Japanese-themed pouch, which the brand said “not only brings to life the flavour of Tilda’s latest NPD, it also guarantees increased standout on shelf”.
“Becoming a tourist hotspot with annual visits increasing year on year, interest in Japanese cuisine is growing in the UK, and with the Olympics due to be held in the nation’s capital next year, Tilda wanted to bring a taste of Japan to consumers to celebrate the country’s renowned cuisine,” said Tilda head of marketing Anna Beheshti.
Ready-to-heat rice pouches have been a key area of growth over past years, with shoppers opting for the convenience over traditional rice products.
However big brands are facing increased competition from retail own-label. Sales of retailer own-label ready-to-heat rice last year, for instance, were up 6.4% on volumes up 3.7% [Nielsen 52 w/e 7 September 2019].