UK rice brand Tilda is growing its share in the ready-to-heat market through the launch of two new taste profiles: Soy & Ginger Sticky Rice and Chinese Special Fried Rice.
The new items, which go on sale at the end of August, seek to tap into the growing consumer appetite for international cuisine and meal convenience.
The inclusion of the two globally inspired recipes is a strategic step on the part of Tilda to leverage the increasing popularity of Asian flavors among consumers in the UK.
The ready-to-heat sector has been growing strongly, with Tilda recording a rise in sales by £5.6 million, which surpasses the competition in the industry.
As per Coherent Market Insights, the ready meals industry will expand during 2025-2032 at a 5.3% CAGR. Market size in 2025 stands at USD 162.12 Bn and should expand by approximately USD 232.72 Bn by 2032. Market size is fueled by changing consumer lifestyles and technological advancements.
This growth is likely to offer retailers new opportunities to entice consumers looking for genuine, premium meal solutions with minimal preparation time.
Soy & Ginger Sticky Rice, one of its best-selling flavoured sticky rice products, blends tender sticky rice with soy and ginger, serving up Southeast Asian flavours within just two minutes. The product takes advantage of the success of Tilda's current Sticky Rice pouch, which is one of its top five most popular-selling products.
As interest in Korean and Japanese food continues to grow, as measured by an increase of 118% and 41% in average monthly search data, respectively, this product has the potential to become a go-to item for consumers who want to make rice bowls at home.
To this is added Tilda's Chinese Special Fried Rice, which includes soy, Chinese spices, and a mix of vegetables. This product meets the current trend for 'fakeaways' as a convenient and tasty alternative to homemade takeout.
Anna Beheshti, marketing director at Tilda, said: "With global cuisine spurring mealtimes in the UK, our new flavors aim to keep pace with busy consumers who require easy cooking solutions".
The new rice packaging will sell in 250g packs at a price of £1.25 and will roll off the shelves first at Sainsbury's on August 25, then be launched into wider distribution across other retail stores.
Tilda, now nearing 50 years in the rice business, continues to focus strictly on branded products, never offering own-label items.
The business also prioritizes sustainability, having just been certified as a B Corp, which emphasizes its commitment to social and environmental stewardship.
Source:
Ecommerce PLatform: FOODBEV MEDIA Ltd.
Company: Tilda
