a promotional feature from tilda changing the … · rice a promotional feature from tilda changing...

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. 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. 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 CATEGORY MANAGEMENT SUPPLEMENT AUGUST 2007 62 Tilda Steamed Basmati: The finest Basmati and natural ingredients have been partly steamed allowing consumers to complete the cooking in just 2 minutes 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? 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 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 Source: Nielsen Scantrack, 52 w/e 16th June 2007

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RICEA 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.

Tilda 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.

Dry Rice: It’s all about Basmati • The Basmati Rice category has

changed signifi cantly since Tilda fi rst 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.

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

CATEGORY MANAGEMENT SUPPLEMENT AUGUST 200762

Tilda Steamed Basmati: The fi nest Basmati and natural ingredients have been partly steamed allowing consumers to complete the cooking in just 2 minutes

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?

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

New Tilda Steamed BasmatiOur 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 specifi cally designed to appeal to these consumers. The fi nest 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

Source: Nielsen Scantrack, 52 w/e 16th June 2007