Tilda is adding a new Egg Fried Rice variant to its Rizzazz range of microwaveable gourmet recipe rices. It hopes that the newcomer, which combines pure basmati rice with Chinese-style scrambled egg and peas will help to maintain the boom in pre-cooked rice as well as boosting the Rizzazz brand. Egg Fried Rice (rsp, £1.49) is also aimed at extending basmati rice's repertoire. "We aim to encourage consumers to use basmati outside of the Indian sector," said brand manager Tracy Roberts. The Rizzazz range ­ four other variants in 250g pouches microwaveable in two minutes ­ was launched in June. A £1.5m TV and cinema ad campaign is currently backing the brand and a PR campaign focusing on the Chinese New Year is planned for January 2002. {{P&P }}