105243_1_CST Tilda.indd

RICE
A PROMOTIONAL FEATURE FROM TILDA
Changing the face of rice
Ambient Rice in the
UK Grocery Market
is now worth £223m
and is growing at
+13% year on year.
T
ilda expect this market to
continue growing to be in
excess of £300m by 2010.
Offering your customers the range
they want, and displaying your rice
clearly will help you achieve your
share of this category. Below are
some top tips from Alex Condron,
Category Manager at Tilda, to help
you to do so.
Did you know…
The Rice category is bigger,
and growing much faster, than
categories such as Pasta,
Noodles, Indian Cooking Sauces
and Oriental Cooking Sauces?
Tilda Steamed
Basmati: The
finest Basmati
and natural
ingredients have
been partly
steamed
allowing
consumers to
complete the
cooking in just 2
minutes
Dry Rice: It’s all about Basmati
• The Basmati Rice category has
changed significantly since Tilda first
brought it to the UK over 30 years
ago.
• It is now worth £62m which means
Basmati is bigger than Long Grain
Rice (£52m).
• Basmati also continues to show very
strong year on year value growth
(+12%) versus a declining Long Grain
category (-7%).
• Tilda dominate the Basmati
Category – in fact 73p of every £1
spent on branded Basmati is spent
on a Tilda product - and 8 of the
Top 10 branded Basmati lines are
Tilda lines.
Source: Nielsen Scantrack,
52 w/e 16th June 2007
New Tilda Steamed Basmati
Our latest research shows that recent
consumer trends towards health and
genuine food values have created a
large pool of quality conscious
consumers. The new Tilda Steamed
Basmati range has been specifically
designed to appeal to these consumers.
The finest Basmati and natural
ingredients have been partly steamed
allowing consumers to complete the
cooking in just two minutes. Not only
does Tilda Steamed Basmati offer quick
and easy dishes for consumers to enjoy
but it’s a convenient way to eat more
healthily too.
The Ready To Heat category is
already worth £97m and is still growing
at +28%, but this innovation will help
to retain the growth and move the
Ready To Heat section of Ambient Rice
up to at least £165m by 2010.
Core Tilda Steamed Basmati range
• Pure Basmati
• Brown Basmati
• Egg Fried
• Pilau
• Mushroom
• Lime & Coriander
By ensuring that you merchandise
your rice range clearly and simply, you
can also convert more shoppers into
rice buyers. Below is an idea of how you
could best merchandise two shelves of
the core Tilda range in your store.
To drive your sales even further, use
off-shelf displays, secondary display
stands and promotions – these all
encourage new people to purchase
rice as well as reminding those who
may need to top-up.
To change the face of your rice
category, call Tilda on 01708 717
777 or go to www.tilda.com
Core Tilda Dry Rice range
• Tilda Pure Basmati 500g
• Tilda Pure Basmati 1kg
• Tillda Brown Basmati 500g
• Tilda Basmati & Wild 500g
• Tilda Thai Jasmine 500g
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CATEGORY MANAGEMENT SUPPLEMENT AUGUST 2007