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UK-based rice brand Tilda has introduced a new single-serve, portion-controlled range of ready-to-heat rice pots to cater to busy consumers seeking quick and convenient meal options.

The new Tilda Rice Pots come in 2x125g servings and are available in Tesco and Ocado stores, followed by a Sainsbury's listing from late August. The range includes five SKUs – medium grain, long grain, butter & sea salt, vegetable and Mexican rice.

"We're continuing to see consumers seeking high-quality, affordable meal options that don't require lengthy preparation," said Anna Beheshti, head of marketing at Tilda. "The new Rice Pots are an exciting expansion to our ready-to-heat portfolio, providing a perfect solution for those looking for a convenient single-serve option".

Designed for portion control and easy preparation, the rice pots can be heated in just 60-90 seconds, making them ideal for quick meals at home or on the go.

The range also features innovative recipes tailored to various tastes and preferences, such as the Butter & Sea Salt with Jasmine rice.

"Portion control is crucial for consumers looking to manage their dietary intake and reduce food waste, and our Rice Pots provide a convenient, recyclable solution that delivers a premium taste," Beheshti added.

The move by Tilda, the number one rice brand in the UK, aims to further strengthen its position in the ready-to-heat category and drive incremental sales. The new rice pots will be available in the rice aisle with a recommended retail price of £1.50.

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