Rice group Veetee Foods is launching a new range of savoury rice in the UK this month, with flavours inspired by “popular cuisine” from around the world.
The line includes six varieties of rice, from from Spanish Paella to Mexican Spicy to Indian Biryani.
“The introduction of these new products is due to an increased interest from consumers looking to replicate different styles of international foods – such as Italian Risotto or Portuguese Peri Peri,” the company said.
CEO Vikas Magoon explained: “The new Savoury Rice range from Veetee is targeted at scratch-cooks who want a delicious base flavour in order to create exciting dishes with authentic international flavours. With this offering, consumers can incorporate diverse ingredients into their meals in a simple and convenient way.”
The products will initially be available in Morrisons stores throughout the UK with an introductory pack price of GBP1 to encourage trail. Individual carton boxes are priced with a regular RRP of GBP1.29, the group added. Listings have also been secured at Costco, Veetee revealed.