World food wholesaler Map Trading has announced the relaunch of its Shahzada rice brand.
Shahzada, meaning Prince, is being updated and positioned as a value brand and joins the group’s White Pearl rice range to offer retailers and consumers a choice of differing price points.
Grown in Punjab with extra long grains, Shahzada is aged for a minimum of 18 months, which provides its aroma and taste.
Repackaged to have broader appeal with both ethnic customers and mainstream rice aficionados, Shahzada now boasts a contemporary livery with a key graphic of a prince on horseback and the tagline ‘Rice Fit For a Prince’ over a green background.
“The premium rice market is performing well but we are also seeing good growth coming from the value sector. Our mission was to revise and revive Shazada to create a brand that resonated with shoppers across all the key areas of taste, branding, packaging and price,” said Gurmail Singh Lal, head of sales at Map Trading.
“The relaunch of Shahzada complements Map Trading’s White Pearl and Kiran rice brands perfectly and we now have an unrivalled offer of good, better, best within our rice range. Shazada, operating in the value sector, offers rice consumers a fantastic product at a fantastic price. It’s authentic, it has great flavour and taste credentials.
“Now it has an identity that befits the product inside with a modern new look and feel. Most importantly for shoppers who crave value, it’s keenly priced but still delivers as we have not sacrificed the quality.”
A new ‘Change to Shahzada’ TV commercial is also in the process of being shot and will air on Asian TV channels post launch. Stockists have access to a full suite of retailer point of sale material including posters, window vinyls and shelf talkers all sporting the new look, which will be available from the Map Trading field sales team.
Shahzada is available at most large world foods distributors as well as Bestway and Batleys depots throughout the UK.