AMIRA foods super-sizes Tesco rice category
Rice company Amira Foods is launching a range of larger pack sizes into Tesco stores this summer, as part of its long-term mission to reinvigorate and invest in the UK’s dry rice category.
A 4kg and an 8kg bag of Amira Pure Basmati arrived in Tesco aisles on 9th June, alongside an 8kg bag of Amira Banquet Basmati.
The former is one of Amira’s flagship products – a 100% traditional Basmati aged for 18-24 months to deliver premium quality, flavour and aroma.
The Banquet variant is aged for a minimum of 12 months, delivering the product associated with Amira.
The new listings mean Amira products are now available in more than 300 Tesco stores nationwide, ensuring the company is progressing with its commitment to shaking up the dry rice category in the UK.
Tony O’Connor, Amira CEO UK and Europe, said:
“Basmati rice, a staple in South Asian cuisine, has become a mainstream product in the UK and now outsells long grain rice.”
“We are taking this further by giving British consumers a quality of Basmati that they haven’t had access to until now.”
“These new pack sizes are targeted at the world foods aisle shopper who prefers bigger bags than the 1kg size favoured by the mainstream British shopper.”
“Amira is a high-quality brand, and our aim is to bring those premium credentials to every price point of the rice category.”
All three new skus have strong on-shelf stand-out thanks to their premium packaging.
Both Pure Basmati variants are packed in gold foil bags with a re-sealable slider mechanism and comfortable rope handles.
Banquet Basmati is available in a silver foil bag with a rope handle and clear side panels.
The new Tesco launches follow hot on the heels of Amira’s Superior Aromatic variant recently being chosen by the retailer as its exclusive rice offering in the Arabic range in the world foods aisle.
O’Connor said: “We have a wealth of other new products in the pipeline for 2014 and we will continue to support our listings across the trade with a multi-million pound investment this year in consumer PR and advertising, including TV.”
“The campaign will focus very much on redefining the experience of luxury rice and emphasising the premium credentials of the Amira brand.”
