Rice producer Westmill has teamed up with Patak's to add microwaveable ambient ready-cooked recipe rices to Patak's range. On shelf in Waitrose and Asda from next week and rolling out to other multiples, the new arrivals will give Patak's an extra foothold in the Indian foods market following the launch of its branded dry rice last year, which is also made by Westmill. They give Westmill ­ one of the UK's biggest suppliers of own label rice ­ an opportunity to grab a share of the branded market. Packaged in stand-up pouches with a see-through window at the bottom, the range joins a booming sector which saw the Tilda Rizazz brand join brand leader Uncle Ben's last year. Gavin Bowie, Westmill's sales and marketing director, said: "We have included Pilau and Basmati. But Coconut & Mustard Seed and Garlic & Coriander flavours are different and still preserve Patak's Indian focus." Rsp: £1.29-£1.49. {{P&P }}

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