Mars UK is adding to its range of Uncle Ben’s microwaveable rice with the launch of two new flavours.
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Thai Curry and Basmati & Thai mark the first entry into the Thai category for the brand and are being launched in a bid to tap into the rising UK demand for Thai food, the company said.
Wendy Wing, Uncle Ben’s customer marketing manager, said: “Extensive research has shown that Thai food is the next big ‘eating in’ occasion, an opportunity for growth not to be missed by retailers. The introduction of two new exciting SKUs will provide consumers with new usage occasions for Express Rice and the opportunity for retailers to drive incremental sales.”
In addition, a new Mediterranean Vegetable Risotto follows on from the brand’s risotto launch last year and is designed to appeal to consumers taste for Mediterranean cuisine, the company said.
“The new NPD for Uncle Ben’s Express rice and risotto range demonstrates that we are on trend as our consumers are widening their meal time repertoire choices and looking for new options in-store,” Wing added.
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