Tilda Expands with Global Ready-to-Heat Rice Flavours

Industry Insights from Next move Strategy Consulting

UK rice brand Tilda is strengthening its position in the ready-to-heat market with the launch of two new flavour varieties: Soy & Ginger Sticky Rice and Chinese Special Fried Rice.

Tilda Targets Growing Demand for Global Flavours and Convenience with New Launch

Set to launch at the end of August, the new products are designed to meet growing consumer demand for global flavours and convenient meal options.

With these two internationally inspired recipes, Tilda is strategically tapping into the increasing popularity of Asian cuisine among UK shoppers.

The ready-to-heat segment has experienced notable growth, with Tilda reporting a £5.6 million rise in sales, outpacing its competitors in the category.

This latest expansion is set to offer retailers new opportunities to engage consumers looking for authentic, premium meal solutions that are quick and easy to prepare.

Product Spotlight: Soy & Ginger Sticky Rice

• Flavourful and Fast: The Soy & Ginger Sticky Rice combines soft, sticky rice with soy sauce and ginger, offering a quick, Southeast Asian-inspired dish ready in just two minutes.

• Building on Success:   This new addition follows the popularity of Tilda’s original Sticky Rice pouch, already ranked among the brand’s top five best-selling products.

• Capitalising on Cuisine Trends: With growing consumer interest in Asian cuisines—Korean and Japanese food searches up by 118% and 41% respectively—this product is well-positioned to appeal to those recreating rice bowls and fusion dishes at home.

Launch Details and Brand Commitment

The new 250g rice pouches will debut at a retail price of £1.25, launching first in Sainsbury’s stores on August 25, with wider availability across additional retailers to follow. With over 50 years of expertise in the rice industry, Tilda continues to focus exclusively on offering premium branded products, choosing not to produce own-label items. The brand also reinforces its commitment to sustainability, having recently earned B Corp Certification—a recognition of its efforts toward social and environmental responsibility.

Conclusion

Tilda’s introduction of Soy & Ginger Sticky Rice and Chinese Special Fried Rice marks a strategic step in meeting the rising demand for convenient, globally inspired meal options. As consumers increasingly seek quick, high-quality food experiences that fit into busy lifestyles, these new offerings deliver both authenticity and ease. With a £5.6 million boost in sales, a strong commitment to sustainability through B Corp Certification, and a refusal to compromise on quality by avoiding own-label production, Tilda solidifies its role as a leader in the evolving ready-to-heat category. This expansion not only enhances the brand’s market presence but also positions Tilda as a key player in the growing smart food movement.

Source: https://www.foodbev.com/

Prepared by: Next Move Strategy Consulting