ooking to boost sales this summer with its new ‘Limited Edition Brazilian Samba Rice’.Tilda has built on a relationship with MasterChef Winner 2010 Dhruv Baker who helped develop this innovative product.
Available in major supermarkets from June, the Brazilian-cuisine inspired convenient rice aims to invigorate the ready-to-heat category and has great stand out on shelf with its bright and vibrant pack design.
Anna Beheshti, Senior Brand Manager at Tilda, said:
“We wanted to bring consumers a convenient way to enjoy a taste of Brazilian cuisine at home during the summer festivities.
“With demand for South American flavours and maximum convenience, Limited Edition Brazilian Samba Rice is set to get taste buds across the nation doing the Samba while marketing investment will drive consumer engagement with the category at this exciting time.”
Dhruv Baker has applied his signature cooking style and understanding of how to layer spices and flavours to create the Limited Edition Brazilian Samba Rice.
Ingredients include a combination of red and green chillies and lime as well as tempero baiano herb and spice mix, which gets its name from the North Eastern Brazilian state of Bahia and is popular throughout Brazil.
Heated in the microwave in two minutes, or stir-fried in a pan for four minutes, the Tilda Steamed Basmati range appeals to busy consumers looking for an easy accompaniment to any meal.
It is gluten free, suitable for vegetarians and free from any artificial colours, flavours and preservatives.
Dhruv Baker said: “Brazil is known for its diverse and vibrant spice combinations and rice is a staple.
“We are uniting the flavours of Brazil with the unique basmati grain. Continuing my work with Tilda, this Brazilian Samba Rice guarantees people a delicious, flavourful Brazilian-style rice.”
Tilda Brazilian Samba Rice is available in 250g pouches and will go on sale with an RRP £1.59.
The launch will be supported by PR, digital and social media as well as shopper marketing activity throughout the summer.
