Premium rice brand, Amira, which launched in the UK in 2012, is continuing its push into the UK’s dry rice sector with a new, through the line, integrated marketing campaign and three new quality rice listings in Morrisons.
The Amira rice campaign will feature targeted consumer advertising and a major consumer educational drive around National Curry Week in October and Diwali in November, to inspire UK shoppers to discover, create and enjoy Amira’s range of speciality rice products.
Amira, which already holds the number one position in the dry rice brand category in Morrisons, will also introduce three new product lines into selected Morrisons supermarkets nationwide to drive further growth. 2kg packs of Amira Easy Cook Long Grain Rice, Amira Pudding Rice and Amira Brown Basmati Rice will be introduced into the World Food aisles of Morrisons stores across the UK this week.
Amira’s major push follows new research commissioned on behalf of the premium rice brand, which shows that over 80% of consumers cook rice at least once a week and, in nearly nine out of ten cases, rice is considered a meal for the whole family.
“Speciality rice has been undersold globally and so we are delighted to launch our integrated marketing campaign and introduce three new quality rice listings in Morrisons,” said Amira chairman, Karan A. Chanana.
“Since the UK launch of the Amira rice brand in 2012, our aim has been to lead the speciality rice category in the UK by offering superior products and by investing in educating and promoting the benefits of quality to the UK market.
“Our aspiration for UK consumers is to discover, create and enjoy our new Amira rice products and treat speciality rice as a premium staple product.”
Amira sources its Basmati rice from the foothills of the Himalayas, an area dedicated to the cultivation and production of basmati rice. The rice is aged for a minimum of 12 months before being processed, then prepared at its state-of-the-art rice-mill and packing plant.
Having built up a significant presence in the UK market over the past two years, Amira products are now brand market leaders in the dry rice category for Morrisons, and are available in other leading UK retailers including Tesco, Asda and Waitrose.
Pricing of the three new Amira lines into Morrisons will be at the discretion of the retailer.