Basmati rice brand Tilda, has unveiled a transformational rebrand in October as part of a multi-million pound global brand relaunch to encourage consumers to embrace the inherent goodness of naturally gluten-free Basmati, further engage shoppers in the rice aisle and reinvigorate the rice category.
The move comes as Tilda adds more than £2.3m YOY to the rice category and has brought in +375k new consumers with penetration gains across all rice segments in mainstream and the world foods aisle.
With consumers truly at the heart of the brand, Tilda has conducted a large-scale usage and attitude study with over 2500 consumers from hugely diverse backgrounds including Indian, Iranian, Caribbean, Pakistani and White British to understand overall food and lifestyle habits and patterns.
The global relaunch kicks off with the hugely relevant brand positioning of “Genuine Goodness” which reflects Tilda’s heritage and over 40 years of expertise in the rice industry, combined with the continuing commitment to quality, ethics, innovation and nutrition.
The new packaging is just one vehicle exhibiting the new global Tilda brand look and feel united under the “Genuine Goodness” brand promise via a ‘Rice Grain Heart & Hands’ brand identity. The bold new multifaceted campaign is centred on the brand characteristics which mirror consumer trends for premium, healthy, flavoursome food and is designed to bring in new consumers, further driving category growth.
Fuelling convenient choices, Tilda Steamed Basmati’s 2 strong range is now worth £48.5m maintaining strong growth of +7.3% YOY (value) with 21.5% market. Health continues to be a key category driver and Tilda Steamed Basmati remains the only RTH rice range on the market that is entirely gluten-free. Tilda Steamed Basmati Wholegrain is now worth £14.7m and growing at +17% YoY. Fuelling healthy choices for scratch cooks, Tilda Brown Wholegrain Basmati Block packs is worth £3.6m showing growth of +31% in value and volume.
First to market with Quinoa blends in 2015 and with a strong innovation pipeline of Limited Edition SKUs worth £1.4m growing at 47% YOY, in June Tilda launched Pulses & Rice, capitalising on the growth of pulses and demand for healthy, convenient meal solutions that don’t compromise on taste.
Rohit Samani, CEO, Tilda says: “Basmati Rice is well-positioned to benefit from the macro trends, and category growth has out-stripped Grocery Food and Pasta while Ambient Food experiences value decline. With the Genuine Goodness relaunch, we will demonstrate Tilda’s commitment to the category, our customers and consumers, fuelling healthy, convenient meal solutions and driving growth. It’s all about delivering our global mission of being the number 1 Basmati Rice brand and delivering the goodness of Basmati worldwide in both dry and ready-to-heat formats.”
The rebrand will be across all Tilda products globally with new packs rolling out UK-wide with RTH from September and Dry packs from October 2016. The multi-million-pound integrated marketing campaign to support the relaunch includes TV, Print, Shopper, PR, Digital and Social.
Rohit Samani, CEO, Tilda, continues: “Our focus at Tilda is on our commitment and investment in innovation with an ethical and transparent approach. We have a track-record of over-delivering growth in category and remain ambitious with our growth targets.”
The Tilda brand is worth over £75m in the UK (measured mainstream market), continues its leading presence in the wholesale independent channel and is present in over 60 countries worldwide. This is the first major move for the brand since Tilda became a part of the Hain Celestial Group.
Source: Hain Celestial Group
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