Browse Sections

• Education
• Business 
• Blog
• Special reports

Tilda unveils new look

26/ 9/2008

RICE brand Tilda is introducing new packaging for its Pure Basmati range to be rolled out in stores over the next few weeks.

All packs now tell the legendary Tilda Basmati story, from seed to plate, unifying the Tilda dry range with Tilda’s Ready-to-Heat range.

The new packs feature a unique illustration style depicting the journey of Tilda Pure Basmati, from the foothills of the Himalayas to the versatile delicious dishes consumers can create at home.

Tilda’s Pure Basmati will be wrapped in a range of premium metallic packaging ranging from "the much loved" Tilda blue for Pure Basmati to racing green for Tilda’s Pure Basmati & Wild rice.

Every batch has been genetically tested at the world’s only dedicated rice DNA testing facility, owned by Tilda, to guarantee only Traditional Basmati reaches its consumers. To symbolize this unique guarantee Tilda is introducing a new ‘Grains of Truth’ mark on its new packs.

Said Tilda brand manager, Anna Beheshti: "We never blend with inferior grains, which lack the unique characteristics of Pure Basmati: separate fluffy grains with a magical aroma and tantalising taste. Every Pure Basmati grain goes through a meticulous cleaning and milling process, with broken and discoloured grains removed immediately.

"Many consumers are not very confident about cooking rice, but it is important to understand that it is the rice itself which makes the difference. Broken grains for example release starch during cooking, which makes rice stodgy. Tilda Pure Basmati does not contain broken grains, so will always remain separate and fluffy."

She added: "Tilda estimates that the ambient rice category will grow to £300m by 2010- with large contributions from Basmati and Ready-to-Heat rice. The rise of Basmati can be seen as premiumisation of rice, luring consumers away from standard long grain.

"Basmati is no longer regarded as specialty rice but just perceived to be "the better rice" due to its magical aroma and tantalizing taste. Data shows an increase in the number of bigger bags being sold in multiple retailers, a product offering which was traditionally exclusively sold in Asian stores.

"British consumers too are beginning to buy rice in larger quantities, especially given that price per kilo is lower than on small packs."