Basmati brand Tilda is building on the success of Tilda Steamed Basmati wholegrain by launching two varieties of Brown Basmati & Quinoa into the ready-to-heat rice market.
The new ‘Garden Vegetable & Quinoa’ and ‘Brown Basmati & Quinoa’ Tilda Steamed Basmati variants will be available from the end of August, and will provide consumers with an introduction to quinoa which is often regarded as a ‘superfood’ for its nutritional properties especially for its source of protein.
The launch is expected to help drive further innovation within the Ready-to-Heat category, which is currently worth £180 million.
The Tilda Steamed Basmati range is now worth over £37 million at RSP and has added more value to the category than any other brand.
Anna Beheshti, head of mainstream marketing at Tilda, said:
“Tilda has a strong reputation for continuous innovation.
“These new Wholegrain Basmati & Quinoa products will appeal to consumers driven by wellbeing and those who are already buying wholegrain.
“Although quinoa looks like a grain, it is actually a seed with a wonderful nutty taste and a great crunch that complements Tilda Basmati perfectly.”
Heated in the microwave in two minutes, or stir-fried in a pan in a few minutes, the Tilda Steamed Basmati & Quinoa range is designed to appeal to busy consumers looking for a healthy meal or accompaniment.
Both of these new variants are gluten free, suitable for vegetarians and free from any artificial colours, flavours and preservatives – just like the rest of the Tilda Steamed Basmati range.
Tilda Brown Basmati & Quinoa and Tilda Garden Vegetable & Quinoa are 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.
