Dubai-based Amira Nature Foods is to launch three of its products into the UK market where it says it hopes to “reinvent and reinvigorate” the rice category.
The speciality rice producer, which sells branded rice to around 20 countries, is bringing six of its rices to the UK for the first time. The products include: Superior Aromatic Rice, Pure Basmati, and Indian Basmati.
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The launch will be backed by major advertising and marketing, including TV advertising and a PR and social media campaign.
“We are confident this is going to be the biggest launch to hit the rice fixture in the UK for many years,” said Amira UK CEO Rob Mesure. “Everything about Amira rice is premium and our goal is to re-inject value back into the rice category by re-educating consumers about rice, help expand their recipe knowledge and explain why all rices are not the same.”
Separately, Amrira said it had renewed a contract to supply third-party branded basmati rice to a key repeat customer in the Europe, Middle East, and Africa region in a deal worth US$48m.
