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UK rice brand Tilda is expanding its presence in the ready-to-heat segment with the introduction of two new flavour profiles: Soy & Ginger Sticky Rice and Chinese Special Fried Rice.

The new products, launching at the end of August, aim to cater to the increasing consumer demand for global cuisine and convenient meal solutions.

The addition of these two internationally inspired recipes is a strategic move by Tilda to capitalise on the rising popularity of Asian flavours among UK consumers.

The ready-to-heat category has seen significant growth, with Tilda reporting an increase in sales by £5.6 million, outperforming competitors in the sector.

This expansion is expected to provide retailers with fresh opportunities to attract shoppers seeking authentic, high-quality meal options that require minimal preparation time.

Soy & Ginger Sticky Rice, a popular flavoured sticky rice product, combines soft sticky rice with soy sauce and ginger, delivering Southeast Asian flavours in just two minutes. This product builds on the success of Tilda’s existing Sticky Rice pouch, which is among its top five bestsellers.

With interest in Korean and Japanese cuisines surging – evidenced by a 118% and 41% increase in average monthly search data, respectively – this product is positioned to become a staple for consumers looking to create rice bowls at home.

Complementing this is Tilda’s Chinese Special Fried Rice, which incorporates soy, Chinese spices and a variety of vegetables. This offering taps into the growing ‘fakeaway’ trend, providing consumers with a quick and flavourful alternative to traditional takeout.

Anna Beheshti, head of marketing at Tilda, commented: “With global cuisines inspiring mealtimes across the UK, our new flavours are designed to meet the needs of busy consumers looking for convenient cooking solutions".

The new rice pouches will be available in 250g sizes at a retail price of £1.25, with an initial launch at Sainsbury’s on August 25, followed by broader distribution across other retailers.

Tilda, a brand with over 50 years in the rice industry, remains focused on delivering high-quality products without producing own-label items.

The company is also committed to sustainability, having recently achieved B Corp Certification, which underscores its dedication to social and environmental responsibility.