Veetee is targeting a more discerning rice consumer with four premium products to add life to basic curries or chilli con carne.

Its premium, brown and organic basmati rice variants, along with Goan red & wild rice, will be available from mid-November, priced at £1.49 to £1.79.

The premium basmati rice is matured for two years for a longer grain and distinctive flavour, while the Goan rice has high levels of iron, zinc and fibre, with a nutty taste.