Uncle Bens is leading the way in healthier mealtimes with the launch of new, quick and easy-to-prepare Twice the Fibre rice, a hassle-free way of getting extra fibre into family mealtimes.
Twice the Fibre long grain rice is the latest addition to the UK’s number one rice brand in a sector worth £132m, according to the latest figures.
The blend of long grain rice and fibre grains means consumers get twice the fibre of long grain, but the taste of white rice, perfect for satisfying the whole family at mealtimes.
The product comes after a number of campaigns promoting the importance of fibre in a daily diet, most recently, a BMJ study conducted by Imperial College, London.
Christina Hardiman, customer marketing manager for Uncle Ben’s®, said consumers were paying more and more attention to their diets and the brand’s NPD and communications reflected this.
Uncle Bens Twice the Fibre’ long grain rice is available in 500g and 1kg loose packs and also as a 500g boil in the bag. The range goes live in Asda in June, with other major accounts to follow in 2012. A full launch package will be available to retailers, including a new TV advertisement campaign and in-store support during the first year of launch.