Tilda has claimed a first with its new Stir Fry Rice collection a range of prepared rice specifically tailored for stir-fry dishes.
The four-strong gluten-free line-up is available in Waitrose stores and through Ocado now in Peking Rice, Kung Po Rice, Thai Red Rice and Thai Green Rice flavours (rsp: £1.89).
It will be available across other multiples from later this year and will be located away from the rice fixture and among ambient stir-fry sauces.
The two-serve packs contain partially cooked basmati rice, a little oil and a variety of vegetables and spices. Consumers just had to empty the contents into a wok and add meat or prawns, said Tilda.
Consumers perceived rice to be a healthier stir-fry accompaniment than noodles, said Camilla Sheeley, marketing manager at Tilda. However, the category had been lacking a tailored stir-fry rice offering to make the dish "a more accessible meal option for busy consumers".
"While there has been premium innovation in pre-prepared meal kits for Asian food, the category has required new ideas in rice and noodles," she said. "This is going to attract new consumers to stir-frys and is a great way to use up their leftovers."
The launch will be supported by a digital marketing campaign including viral game Kung Fu Cook Up. Unusually, the cooking instructions feature photographs.
Tilda has also rearranged its dried rice range, introducing a bolder brand logo, stronger lettering around the 'pure original Basmati' cues and a Love at First Taste heart logo.
The four-strong gluten-free line-up is available in Waitrose stores and through Ocado now in Peking Rice, Kung Po Rice, Thai Red Rice and Thai Green Rice flavours (rsp: £1.89).
It will be available across other multiples from later this year and will be located away from the rice fixture and among ambient stir-fry sauces.
The two-serve packs contain partially cooked basmati rice, a little oil and a variety of vegetables and spices. Consumers just had to empty the contents into a wok and add meat or prawns, said Tilda.
Consumers perceived rice to be a healthier stir-fry accompaniment than noodles, said Camilla Sheeley, marketing manager at Tilda. However, the category had been lacking a tailored stir-fry rice offering to make the dish "a more accessible meal option for busy consumers".
"While there has been premium innovation in pre-prepared meal kits for Asian food, the category has required new ideas in rice and noodles," she said. "This is going to attract new consumers to stir-frys and is a great way to use up their leftovers."
The launch will be supported by a digital marketing campaign including viral game Kung Fu Cook Up. Unusually, the cooking instructions feature photographs.
Tilda has also rearranged its dried rice range, introducing a bolder brand logo, stronger lettering around the 'pure original Basmati' cues and a Love at First Taste heart logo.
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