Wok Rice added to Uncle Ben's rice portfolio |
| Wednesday, 08 October 2008 | |
 Uncle Ben's innovative rice portfolio has been extended with the introduction of Wok Rice, a new ‘one stop wok' mealtime solution to help meet the consumer trend for stir-fry meals and drive incremental sales within the rice category. The announcement comes after the company revealed a new Indian range. Available from November with a £1.55 RRP, the Wok Rice launch will be supported by £1.1 million investment including a TV and press advertising campaign. The three new pre-steamed Wok Rice recipes; Basmati, Garlic & Herbs and Oriental Soy & 5 Spice, are designed as a convenient meal component to be added straight to the wok for a great tasting stir-fry in just minutes. Uncle Ben's Wok Rice range: • Garlic & Herbs 250g • Basmati 250g • Oriental Soy & 5 Spice 250g Stir-frys appeal to a wide range of different consumer needs and are a growing trend at British mealtimes with over 1 billion stir-frys consumed in the UK each year. Stir-frys are liked by consumers because they are healthy, something different and quick to prepare. Uncle Ben's Wok Rice will take advantage of this consumer demand, doing away with the need for yet another pan and providing great tasting rice straight to your wok, that is perfect every time. Wendy Wing, Uncle Ben's Customer Marketing Manager, comments: "Uncle Ben's Wok Rice adds a new dimension to the Uncle Ben's rice range and offers retailers the chance to drive incremental sales by appealing to new and existing Uncle Ben's consumers. Stocking adjacent to Uncle Ben's Oriental wet cooking sauces will also promote cross purchases." Wing continues: "Uncle Ben's Express rice is currently worth £94 million and since its launch in 2000 has helped drive the rice category. Wok Rice adds another great tasting, easy to use, quick and convenient rice offering to the Uncle Ben's rice portfolio and my advice is to stock Wok Rice with the rest of the Uncle Ben's rice range to push incremental rice sales." In addition to the ATL support PR activity will see Uncle Ben's linking up with celebrity chef Nancy Lam to create a series of tasty, easy to prepare ‘one stop wok' recipes and tips for cooking with woks. The Uncle Ben's Wok Rice range contains no artificial colours, flavours or preservatives. Source: Mars UK Related Articles
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