Tilda is tapping into the rise in demand for Caribbean food with the launch of new Limited Edition Caribbean Rice & Peas as their Steamed Basmati range, now a £51m brand continues to grow at +14.3% YOY value, ahead of category growth +6.2%.
New Tilda Caribbean Rice & Peas will be available at major supermarkets nationwide from May with an RRP of £1.59 (250g).
Inspired by the popular authentic street food the Limited Edition Caribbean Rice & Peas SKU combines Basmati rice with rich coconut cream, hearty kidney beans, fragrant thyme and a healthy dose of scotch bonnet chilli.
Often described as a staple to Caribbean diets – the versatile recipe pouch contains kidney beans known for their high fibre and protein content and low fat. Tilda Caribbean Rice & Peas contains no artificial colours, preservatives or flavourings, and is suitable for vegetarians. Tilda is also the only RTH range on the market that is entirely gluten-free.
“Rice & Peas” recipe was voted as the number one choice by consumers in Tilda’s recent social media campaign “Choose Your Next Recipe” as Caribbean cooking emerges as one the fastest growing ethnic cuisine trends in the UK.
Camilla Sheeley, Head of Innovation at Tilda, said: “Authenticity is at the heart of this innovation and with the rise of streetfood and Caribbean flavours, we intend to satisfy consumers’ flavour demands with this authentic streetfood recipe – we’re really excited to see the consumer response.”
Tilda’s handy 250g pouch means consumers can conveniently enjoy this popular dish which takes just two minutes to heat up in the microwave or stir fry in a pan. A perfect side to jerk chicken, curry or enjoyed on its own for the ultimate soul food, rice and peas can be consumed as a quick and healthy desk lunch, nutrition boosting snack or flavoursome evening meal.
Sheeley continues: “With consumers truly at the heart of the brand Tilda is inviting consumers to “Rice to the Challenge” by submitting their homemade rice recipes to join us on the journey to the next limited edition pouch.”
Recipe rice accounts for 59% of the Ready To Heat rice market in the UK, now worth £231m and continuing to grow at 6.2% (YoY in value). Tilda Limited Edition Firecracker was the first hot and spicy rice to launch into the Ready To Heat category bringing in over 200,000 consumers in the first seven months of launch, reaching value sales of more than £1m. Following its success as a limited edition, the product will be available as a regular SKU from June ’17 onwards.
The new limited edition SKU demonstrates Tilda’s commitment to fuelling healthy, convenient meal solutions and driving category growth. The launch will be supported by print, PR, digital and social.