Tilda has added four new flavours to its fast-growing Steamed Basmati range in response to consumer feedback that suggested the category lacked variety.
The basmati specialist has introduced two brown rice recipes – Butternut Squash and Mushroom & White Wine – and two white rice variants – Coconut & Lime Leaf and Oriental Stir Fry, which use white rice.
Tilda claims its 19-strong Steamed Basmati range, rsp £1.69, has grown 29% to £11m since its launch in May 2007, almost double the market’s growth of 15%.
Kate Barnett, senior brand manager, said the success was down to the products’ health credentials, as well as convenience.
“The new recipes will complement a variety of meals and have been inspired by current health trends,” said Barnett. “As brown basmati sales have grown 80% over the past two years, our consumers have requested more brown rice recipes. The new Butternut Squash variant also feeds interest in superfoods.”
The basmati specialist has introduced two brown rice recipes – Butternut Squash and Mushroom & White Wine – and two white rice variants – Coconut & Lime Leaf and Oriental Stir Fry, which use white rice.
Tilda claims its 19-strong Steamed Basmati range, rsp £1.69, has grown 29% to £11m since its launch in May 2007, almost double the market’s growth of 15%.
Kate Barnett, senior brand manager, said the success was down to the products’ health credentials, as well as convenience.
“The new recipes will complement a variety of meals and have been inspired by current health trends,” said Barnett. “As brown basmati sales have grown 80% over the past two years, our consumers have requested more brown rice recipes. The new Butternut Squash variant also feeds interest in superfoods.”
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