Category-leading rice brand Tilda has unveiled a trio of ambient “all-in-one” ready meals, microwaveable in two minutes.
The lineup comprises Sundried Tomato & Beans, Vegetable Paella, and Chickpea Korma (rsp: £2.50/250g), each providing one of the recommended five portions of fruit & veg per day.
The pouches offered a “protein-packed” solution for “time-poor shoppers seeking lunchtime inspiration”, said Tilda.
They will roll into Sainsbury’s on 1 March, with wider distribution to follow.
Following the launch of Tilda’s Tasty Sides range in 2023, and single-serve rice pots in 2024, Easy Meals was “the next step in Tilda’s mission to unlock further category growth through insight-led innovation which caters to genuine consumer need”, said Tilda.
“We’re all so busy these days – short on inspiration and always on the lookout for shortcuts to elevate mealtimes,” said Tilda head of marketing Anna Beheshti.
“Our Easy Meals range offers up a complete meal, providing tasty vegetables and protein, in just two minutes – making healthy eating effortless, across any occasion.”
The launch will be driven via PR, influencer and social activity, followed by shopper marketing in April.
In October, Tilda claimed to have helped increase the annual rice yields of a group of north Indian farmers by 7%.
It worked with 1,270 farmers in northern India in 2023, teaching them the alternate wet and dry (AWD) irrigation technique for more sustainable rice growing as part of an ongoing programme.
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