Tilda is extending its Rizazz brand with the launch of a five-strong range of premium ambient sauces in pouches. In Waitrose, Sainsbury and Asda next week, the new arrivals join the brand's pre-cooked microwaveable flavoured rice range, which debuted last May. Tilda is best known for Indian foods, but brand manager Laurie Chalmers said the Rizazz brand had given the company scope to go beyond Indian products. Thai Green Curry and Mediterranean Mascarpone, Pesto and Lemon sit alongside Royal Korma, Tikka Masala Makhani and Balti Masala in the new range. Each can be cooked on the hob, in the oven or in the microwave. The company claims the colourful, see-through pouches allow better quality and stronger flavours than rival brands which are cooked in glass jars. The portfolio will benefit from a £2m summer media campaign including a national roll-out of last year's regional TV ads, as well as press ads specific to the sauces. Tailored instore promotions featuring demonstrations and rice-plus-sauce meal solutions' will start next month. Rsp: £2.09, 400g. {{P&P }}

Topics