Uncle Ben’s adds two new Express Rice variants

The two new Uncle Ben’s Express Rice variants, Thai Curry and Basmati & Thai, mark the first entry into the Thai market and are positioned to tap into the rising UK demand for Thai food.

Wendy Wing, Uncle Ben’s Customer Marketing Manager, comments: “Extensive research has shown that Thai food is the next big ‘eating in’ occasion, an opportunity for growth not to be missed by retailers.

“The introduction of two new exciting SKUs will provide consumers with new usage occasions for Express Rice and the opportunity for retailers to drive incremental sales.”

Both new Express rice flavours achieved positive feedback from consumer testing with the taste and texture of the Thai & Basmati blend being especially appreciated, while the Uncle Ben’s Thai Curry Rice provides a long-grain rice mixed with green curry paste, peppers, onions and herbs to offer a taste of Thailand.

The new Mediterranean Vegetable Risotto follows the success of the risotto launch last year and will appeal to consumer taste for Mediterranean cuisine.

Offering consumers a quick and easy way to a perfect risotto, the Uncle Ben’s risotto range has shown strong performance since its launch in 2007, bringing new customers to the Uncle Ben’s brand and is now the strongest presence in the category ahead of both Riso Gallo and Own Label.

Wendy Wing continues: “The exciting new NPD for Uncle Ben’s Express rice and risotto range demonstrates that we are on trend as our consumers are widening their meal time repertoire choices and looking for new options in-store. With the continued trend amongst consumers for convenience without compromising on taste, my recommendation is to stock up now with the new SKUs to drive sales for the microwaveable rice and risotto categories.”

Uncle Ben’s Express Rice, the UK’S No.1 microwaveable rice currently holds 80.9% value sales of the microwaveable rice category, worth £90.4 million.

The Uncle Ben’s Express Rice and risotto ranges contain no artificial colours, flavours or preservatives.