Merchant Gourmet is expanding its microwave rice range with two new additions - Tricolour Jasmine Rice and a Garlic, Ginger & Soy Rice.
This latest lines build on the brand’s successful entry into the microwave rice category last year.
The microwave rice category is gaining pace, the producer says, driven by consumer demand for convenient, high-quality options. It adds that, according to analysts NIQ, value sales of rice and grains are up 3.4% with pouches accounting for nearly a third of the market.
Since entering the category in 2024, Merchant Gourmet has been offering bold flavours and whole ingredients. It says has been successful in bringing an entirely new consumers to the category – nearly a quarter (24%) of its rice shoppers bought no other brand during the same period.
The new rice SKUs introduce globally inspired, restaurant-style combinations. A recent packaging refresh also signals the brand’s intent to lead the category. Richard Peake, managing director, said: “The ready-to-eat rice category continues to show huge growth, and innovation is key to maintaining this momentum. As the UK’s number one pulses and grains brand, we’re always looking for ways to bring more excitement and flavour to the category, and these two new rice options do just that.
The launch coincides with a recent wave of NPD as the brand grows by over 40% year-on-year including rice pouches, an expanded dried range and a new ambient meals offering, Supergrain Bowls.
Pack sizes for the new range are 250g and they carry an RRP of £2.
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