Mars Inc is to launch a range of rice and grain products under its Seeds of Change brand in the UK.
Quinoa and flavoured rice are among the lines that will join existing products like pasta sauce and spaghetti in the Seeds of Change portfolio.
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Mars said it had launched a similar range in the US that it claimed had become the “number one branded ready-to-heat rice and grains product” in the natural and organic channel.
Seeds of Change brand manager Gareth Williams said: “Interest in rice and grains has surged as consumers look for great tasting products that can offer a whole range of nutritional benefits. At the same time, consumers are often put off by the time and effort involved in preparing them from scratch. We saw an opportunity to add some real excitement and value to the category.”
