Uncle Ben's is relaunching its core Express Rice range with a new lower-salt recipe in the first reformulation in its 10-year history.

A TV and press campaign in early 2010 will promote the overhaul, with in-store activity including sampling starting next month. A 'Safe Break' competition, where punters could win a £20,000 gold bar by cracking a safe, was held in London this week to launch the new recipe.

The Express Rice brand is worth £103m and holds a 74% share of the microwaveable rice category [IRI, 52w/e 8 August].