Rice maker Tilda is to launch a pack of white and brown rice mixed together, aimed at people who want to eat healthier brown rice but prefer the taste of white rice.
Go deeper with GlobalData
Discover B2B Marketing That Performs
Combine business intelligence and editorial excellence to reach engaged professionals across 36 leading media platforms.
According to The Grocer, the new product contains a blend of 40% brown and 60% white basmati rice, and will have a 20-minute cooking time despite brown rice usually taking longer to cook than white rice.
“Sales of brown basmati have been soaring recently but we know that there are a lot of consumers out there who want to eat brown rice but prefer the taste of white. This unique blend has been specifically balanced to ensure the great taste of white basmati, while retaining the health benefits of brown,” Tilda brand manager Stephanie Bain was quoted by The Grocer as saying.
