Tilda has expanded its dry rice range with two “trend-led” SKUs.
Sticky Rice 500g and Pudding Rice 500g have been developed in response to two “influential shopper trends” identified by Tilda: global cuisine and nostalgia.
Sticky Rice 500g built on the “success” of Tilda’s ready-to-heat Sticky Rice pouch (250g), which made its debut in 2023. It was developed to allow “keen home cooks to replicate their restaurant-favourite Korean or Japanese foods – from sushi to rice bowls – with ease”, said Tilda.
Meanwhile, Pudding Rice 500g tapped into “the revival of nostalgic comfort food and retro desserts”, said Tilda, adding its “creamy texture” made it “perfect for timeless classics like rice pudding”.
Both will roll into Sainsbury’s on 24 August, each with an rsp of £3.
“Brits are craving more variety in the kitchen,” said Tilda head of marketing Anna Beheshti.
“They’re embracing bold Asian flavours, as well as rediscovering childhood favourites – but when it comes to dry rice, both these areas are currently underserved.
“With Tilda Sticky Rice and Tilda Pudding Rice, we’re offering consumers new reasons to shop the aisle,” Beheshti added.
The launches will be supported through organic and paid social media, influencer partnerships, and shopper marketing.
Tilda last month unveiled two ready-to-heat rice pouches, Soy & Ginger Sticky Rice and Chinese Special Fried Rice, which will hit Sainsbury’s shelves on 25 August (rsp: £1.25/250g).
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