Tilda, the UK’s number one rice brand, is targeting fresh growth opportunities with the launch of two new trend-led SKUs: Tilda Sticky Rice 500g and Tilda Pudding Rice 500g. Hitting supermarket shelves from the end of August, the duo has been developed in response to two of the most influential shopper trends shaping grocery today – global cuisine and nostalgia.
Already the runaway leader in Dry Rice, Tilda is set to strengthen its portfolio with the two new products which have been designed to take the household-name brand into even more usage occasions. Tilda Sticky Rice and Tilda Pudding Rice target currently underserved segments in the aisle, opening up a compelling incremental sales opportunity for retailers.
Thanks to the soaring popularity of home-cooked Asian cuisine, Sticky Rice’s growing prominence in retail has led it to become the fastest-growing rice variant. Leveraging this, Tilda Sticky Rice builds on the success of the brand’s top-performing Ready-to-Heat Sticky Rice pouch. Offering simple-to-prepare soft, sticky rice, it enables keen home cooks to replicate their restaurant-favourite Korean or Japanese foods – from sushi to rice bowls – with ease. Meanwhile, Tilda Pudding Rice taps into the revival of nostalgic comfort food and retro desserts. Its slow-cooked, creamy texture makes it perfect for timeless classics like rice pudding – a family-favourite dessert enjoying renewed, cross-generational popularity, with younger shoppers reviving the original through trend-led twists and toppings.
“Brits are craving more variety in the kitchen. They’re embracing bold Asian flavours, as well as rediscovering childhood favourites – but when it comes to Dry Rice, both these areas are currently underserved,” says Anna Beheshti, head of marketing at Tilda. “With Tilda Sticky Rice and Tilda Pudding Rice, we’re offering consumers new reasons to shop the aisle, unlocking fresh mealtime inspiration while helping retailers grow the category through insight-led innovation – all without compromising the authenticity and premium quality that’s defined Tilda for over 50 years.”
Both launches will be supported through organic and paid social media, influencer partnerships, and shopper marketing. This multi-channel approach is designed to drive awareness and trial both online and in-store, inspiring usage through creative recipe content, product spotlights and storytelling.
Tilda Sticky Rice 500g and Tilda Pudding Rice 500g (RRP: £3.00) will be available in Sainsbury’s and on Tilda.com from 24th August, with wider rollout to follow.
