Uncle Bens launches Twice the Fibre rice

Published: 2012-07-09 Origin: FBR Views: 84

Core Tip: Uncle Bens is launching a new range of quick and easy-to-prepare Twice the Fibre rice in the UK - which is the new addition to the rice brand’s range of products.

According to the company, with the blend of long grain rice and fibre grains, consumers get twice the fibre of long grain, but the taste of white rice.

Uncle Bens Twice the Fibre' long grain rice will be available in 500g and 1kg loose packs and also as a 500g boil in the bag. The range goes live in Asda in June, with other major retailers to follow in 2012, reported Fdin.org.uk.

A full launch package will be available to retailers, including a new TV advertisement campaign and in-store support during the first year of launch.

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