Riviana Foods has added to its Minute rice brand with the launch of a jasmine variant as it responds to growing consumer demand for aromatic rice.
The Minute instant jasmine rice has been developed to help consumers add an international flair to their meals.
Riviana said the product “is fluffy and fragrant when cooked” and “has a light, sweet flavour”. It takes five minutes to cook.
The rice is said to retain the same tenderness of white rice but “with elevated flavour and enough versatility to make it a standout dish of any meal”.
Riviana senior brand manager Diane Patterson said: “There’s been a growing demand for aromatic varieties of rice that appeal to a broader audience, but no brand in the instant rice category has offered this combination of flavour, convenience and variety until now.
“To accommodate globally inspired interests and palates, we expanded our product line to attract the adventurous consumer who is already in tune with what the aromatic category offers, but who is also looking for a faster cooking time. No one should sacrifice culinary creativity for ease and convenience – Minute jasmine offers it all.”
Minute jasmine’s packaging features an internationally inspired sweet and spicy apricot chicken recipe and ‘mix it up’ ideas showcasing the versatility of the product, such as using coconut milk instead of water and curry powder to boost the flavour.
The product will be sold in the US for a suggested retail price of $2.69.
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