Tilda has made a major overhaul of its £9m microwaveable rice brand Rizazz, introducing five new flavours and new packaging.
The rice company is looking to build awareness of its three-year old Rizazz brand and has increased the size of its portfolio of pouched rice to 12 lines. New additions are Golden Savoury, Vegetable Biryani, Tex Mex and Oriental Vegetable, plus a microwaveable long grain variant of its rice.
According to Tilda, the microwaveable rice sector is now the fastest growing sector of the £13bn ambient grocery market, gaining nearly £1m every four weeks -- equating to a year-on-year growth of 37%.
It hopes the new rice varieties will broaden the appeal of microwaveable rice and further attract busy consumers who want to create interesting rice recipes with minimum fuss.