Now one rice doesn’t fit all


SCOTS, and others in the UK, appear to be eating from a much wider range of international food and looking to retailers to provide a more diverse product range than ever before.
And some expect such trends to intensify as people in this country travel more and people from other countries continue to settle here.
Head of marketing at Tilda Anna Behesti said: “Britain’s increased multiculturalism has sparked an evolution within the food category.
“The rising ethnic population now stands at 12% and growing, and retailers are expanding their world food offerings to provide customers with a truly complete world food shopping solution.”
She said exposure to different world dishes through celebrity chefs, television shows and the availability of a wider range of recipe books have led consumers to become more experimental in their shopping.
“The focus is now on quality, availability and a relevant range.
“Rice has played a key role in accessorising world food meals as consumers learn to partner different rice varieties with cuisines such as Chinese, Indian and Mexican dishes.”
Tilda now markets a range of types of rice including Pure Basmati Rice, Wholegrain Basmati Rice, Fragrant Jasmine Rice, Long Grain Rice, Easy Cook Long Grain Rice and Basmati & Wild Rice.
Behesti said: “C-stores should tailor their offering to the local market, as certain cities and regions experience population growth differently with varying ethnicities.
“Clear fixture merchandising and signposting by cuisine type helps shoppers find specific world foods, whilst cross promotions with other categories outside of rice, such as sauces, will provide consumers with a complete meal solution.
“Ethnic foods have appeal beyond the ethnic shopper and are attracting new mainstream shoppers. These new audiences need to be educated on how to incorporate world food products and recipes into their daily meal repertoire.”