Tilda has ordered a makeover of its Rizazz microwaveable rice brand, introducing new packaging and five new recipes.
The revamped range is aimed at increasing the brand’s standout in the rice aisle. An above-the-line campaign is also planned for 2005.
New flavours Golden Savoury,
Oriental Vegetable, Long Grain, Tex Mex and Vegetable Biryani take the range to 12.
Brand manager Laurie Chalmers said: “The new packaging and recipe extensions are a natural next step to ensure we continue to lead the way in this dynamic marketplace.