Tilda Launches Limited Edition Firecracker In UK

Tilda-Firecracker-RiceTilda, the dry rice and Basmati rice brand, is continuing to fuel the trend for rice consumption through the launch of new Limited Edition Firecracker Steamed Basmati Rice. Tapping into the growing trend for flavoursome, hot and spicy foods, Tilda has taken inspiration from East Asia. Firecracker, the first and only hot and spicy rice currently in the ready-to-heat category, will be available from all major retailers from mid-October amongst the 21 strong ready-to-heat range.

Camilla Sheeley, Head of Innovation at Tilda comments: “There is a growing appetite for fiery but flavoursome foods as consumers become increasingly adventurous in the kitchen and within convenience categories. The new and unique Tilda Steamed Basmati Firecracker has distinctive fusions of heat, smokiness and light sweet aromas which can be enjoyed on its own or as an accompaniment to your favourite hot or Asian inspired dishes, such as stir-fry or oriental style chicken or prawns.”

Created by blending delicious natural ingredients: red chilli, ginger, Szechuan pepper, soy sauce, smokey paprika, sweet tomato and garlic with Tilda’s classic Pure Basmati for a delicious and versatile rice, Tilda Steamed Basmati Firecracker is hot, fiery and sweet and will appeal to consumers who like their food to have heat and flavour.

Already partly steamed for maximum convenience, the rice only needs two minutes in the microwave, alternatively can be reheated in a wok in three to four minutes to achieve light, fluffy and perfectly separated grains of the finest Basmati rice. The two cooking options mean that the new Tilda Steamed Basmati Firecracker will appeal to both the dinner and lunchtime market. As with all Tilda Basmati products, Firecracker is naturally gluten-free.

Tilda, now a part of the Hain Celestial Group, is adding over £6m YOY to the rice category, more than any other brand. The Hain Celestial Group is headquartered in Lake Success, NY, and is a leading organic and natural products company in North America and Europe.

Total UK Ambient rice sales increased 2% with the highest growth in the Ready-to-Heat sector at 5% Bookmark not defined.. The launch comes as Tilda Steamed Basmati is growing at 17% in value sales, which is three times ahead of the category level. The launch will be supported by PR and social media including: Facebook, Instagram and Twitter.

New Tilda Steamed Basmati Firecracker 250g pouches are available in Tesco, Sainsbury’s, Asda, Waitrose, The Co-op, Booths and Ocado with an RRP of £1.59 from October.

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