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UK rice brand Tilda is set to enhance its product line-up with the introduction of two new dry rice offerings: Tilda Sticky Rice and Tilda Pudding Rice, both in 500g packs.

Slated for release at the end of August, the products aim to tap into two significant consumer trends: the increasing popularity of global cuisines and a resurgence of nostalgic comfort foods.

As the key player in the dry rice category, Tilda aims to further solidify its market position with these new SKUs, which are designed to cater to currently underserved segments in the rice aisle.

The addition of Tilda Sticky Rice and Tilda Pudding Rice presents a compelling incremental sales opportunity for retailers, leveraging the current consumer appetite for diverse culinary experiences.

The launch of Tilda Sticky Rice comes at a time when home-cooked Asian cuisine is experiencing a surge in popularity, making sticky rice the fastest-growing variant in the retail sector.

This product builds on the success of Tilda’s Ready-to-Heat Sticky Rice pouch, offering consumers an easy way to prepare soft, sticky rice at home, ideal for dishes like sushi and rice bowls.

Tilda Pudding Rice taps into the revival of classic desserts, appealing to consumers' nostalgia for traditional comfort foods. Its creamy texture is perfect for making rice pudding, a dessert that has seen renewed interest among younger shoppers looking to recreate and innovate on retro recipes.

“Consumers are seeking more variety and are eager to explore bold Asian flavours while rediscovering childhood favourites,” said Anna Beheshti, head of marketing at Tilda. “With these new offerings, we’re not only providing fresh mealtime inspiration but also helping retailers grow their categories through insight-led innovation.”

Tilda Sticky Rice and Tilda Pudding Rice will be available for a recommended retail price of £3.00 at Sainsbury’s starting August 24, with plans for a broader rollout to follow.

With over 50 years of experience in the rice category, Tilda maintains a strong reputation for quality, with more than one in four UK households purchasing its products annually.

The brand has also achieved B Corp Certification, underscoring its commitment to social and environmental responsibility.

Tilda’s extensive product range includes various rice types and meal solutions, catering to diverse consumer preferences while actively addressing sustainability challenges.

The company’s Impact Report 2023 outlines its commitments in sourcing, manufacturing and packaging, reflecting its dedication to responsible rice production.