its positioning in the international foods market with a renewed focus on accessible world food delivered in a simple and helpful way, to attract consumers at every level of culinary interest and expertise.As part of the strategic move, Veetee will re-position its microwaveable rice range with a renewed emphasis on everyday eating occasions and international flavours.
The repositioning includes a new pack design that refreshes the visual identity, to reflect a modern everyday product that can be used with a wide range of meals.
The packs have been redesigned to enhance the brands’ shelf stand out and category association through increased visibility of the ‘heat and eat in two minutes’ messaging.
The new packaging communicates the ways in which the range can be used, with the plain variants educating consumers on the rice grain’s attributes and flavoured variants suggest cuisines or dishes to pair with each flavour of rice, using “Perfect with…” suggestions.
Each pack also indicates the tray serves one as a meal or two as a side dish.
The entire range is scheduled to be on shelf by September 2014.
Another pillar for the brand’s growth is NPD.
Veetee is launching Egg Fried Rice with listings secured in 334 Tesco stores, with distribution building throughout May 2014.
The product uses only free range British eggs and extends Veetee’s brand presence in Oriental cuisine.
In response to consumer demand for healthy wholegrain foods, Veetee is also launching a wholegrain brown microwaveable rice dish which will also be visible on shelf throughout May 2014.
Veetee’s new brand positioning, packaging and products will be supported and reflected in a press advertising campaign launching in September as well as a PR campaign highlighting the product range of innovative, accessible world foods, with additional NPD scheduled for later in 2014.
Vikas Magoon, CEO of Veetee Foods Ltd said:
“We have aggressive plans for raising brand awareness and increasing penetration through product reach and appeal.
“We’re confident the new brand positioning and world taste credentials, in conjunction with NPD to extend our variants across world flavours will enable Veetee to realise to its full potential in the UK, as well as international markets.’
