Veetee Basmati Rice Box

Winner: Veetee Basmati Rice Box

It isn’t easy to innovate in a category like rice. But Veetee has successfully managed it by interrogating the traditional packaging format – a black bottom plastic sealed bag – and addressing its overlooked challenges: difficult to decant, likely to make a mess and doesn’t stand up easily in kitchen cupboards. Its solution is a new more rigid rice box format that comes with an easy-use lid that doubles up as a measuring device too. Plus, it’s 100% recyclable. They’ve spent time on sourcing the best product, of course, with extra long basmati harvested in the Himalayas. But the real kudos to Veetee is for the way it’s considered how its used too.

“The cleverness of the idea is in the packaging format, the focus on portion control and recyclability,” said our judges. Veetee have moved forward in this market looking at plastic reduction and serving management. Of course, what’s inside matters to and the large grains of rice were high quality, tasty and cooked to perfection.

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All the winners of The Grocer’s New Product Awards 2021