Tilda taps launches limited edition Katsu Curry rice

Popular rice brand, Tilda®, is tapping into the growth of shoppers experimenting with modern Asian cuisine at home with the introduction of its new Limited Edition Katsu Curry rice.

Modern Asian cuisine has long been a favourite for home cooks and remains high on the UK food and beverage trend predictions. Research shows that consumers continue to ‘seek restaurant quality meals at home’, with ‘57% of people cooking three or more different cuisines in a week’. Tilda Katsu Curry rice offers a tasty, convenient way to recreate the dining out favourite at home.

With 52% of UK consumers claiming they are more open to being experimental with their food choices than they were before the pandemic began Tilda Katsu Curry rice is set to entice new shoppers to the category, whilst creating excitement and interest amongst existing fans of the brand. Made with jasmine rice, this new recipe from Tilda features a unique blend of aromatic curry spices including cardamom, cinnamon, cumin and fenugreek, combined with carrots, tamarind and coconut cream. This fusion gives a mild, slightly sweet taste and provides a delicious modern Asian-inspired twist to this popular dish.

Anna Beheshti, head of marketing at Tilda, comments: “We know our shoppers are increasingly recreating restaurant experiences at home and really enjoy the taste of new foods drawn from global cuisines.  That’s why we are always seeking the latest food trends to help consumers achieve that authentic taste at home in a convenient way. We were the first brand to introduce limited edition SKUs to the ready-to-heat rice category with highly successful variants such as Peri Peri and Caribbean Rice & Peas. With this in mind, and with modern Asian cuisine high on the agenda for home cooks, our Limited Edition Katsu Curry rice is set to be a new favourite with shoppers.”

Rolling out across all major retailers from summer 2021, the Limited Edition ready-to-heat variant has an RRP of £1.59 per pouch.