Veetee Rice is preparing to splash out £1m in a marketing push for the brand. The company ­ which claims to be the UK's largest retail rice supplier by volume ­ is planning a TV ad campaign later this year to coincide with a clutch of new product launches. The marketing programme includes sponsorship of events in the ethnic sector, including the 2001 Curry Chef of the Year competition. New packaging ­ block bottom metallised packs with a transparent window ­ has been introduced across the range. As well as being a major own label rice supplier, the Veetee portfolio includes Indian and Pakistani Basmati, American Long Grain and Easy Cook, Italian Risotto and Thai Fragrant Jasmine. {{MARKETING - P&P }}