Tilda has unveiled its first dedicated lineup of pulses, as it looks to tap growing demand for protein and fibre.
The ready-to-heat Tilda Pulses range has launched in six variants: Mixed Lentils, Beluga Lentils, Tomato & Red Pepper Lentils, Cannellini Beans, Lemon & Basil Beans and Smoked Paprika Chickpeas (rsp: £2/250g).
Cannellini Beans, Lemon & Basil Beans and Smoked Paprika Chickpeas will land exclusively in selected Sainsbury’s stores from early July, followed by the rest of the range at the end of July.
The new offer aims to combine convenience with flavour-led recipes rich in fibre and protein, making it easier for shoppers to incorporate nutritious ingredients into everyday meals. Each pouch can be heated in 45 seconds or eaten cold straight from the pack.
Fewer than 10% of UK households bought pulses, said Anna Beheshti, Tilda head of marketing. Many consumers perceived them as “boring, bland and time-consuming to prepare”.
She added: “Pulses have huge potential, but the category hasn’t yet reached a broad audience. Consumer interest in protein and fibre-rich foods is growing, especially as shoppers look to ‘fibre-max’ their meals.
“We’re tackling those perceptions with Tilda Pulses, helping shoppers discover how exciting, tasty and versatile pulses can be – whether they’re rustling up a quick office lunch, looking for an easy midweek dinner or prepping a nutritious snack.”
The launch built on Tilda’s track record in convenience-led innovation, where it dominated ready-to-heat rice with category-leading staples including Pure Basmati, Pilau, Brown and Coconut [Circana 52 w/e 21 March 2026], the brand said.
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