Tilda Limited Edition Katsu Curry
Rice brand Tilda wants to capitalise on 'shoppers experimenting with modern Asian cuisine at home' with the introduction of its new Limited Edition Katsu Curry rice.
Tilda said it expects the new SKU to 'entice new shoppers' to the category and create excitement among those who are already 'fans of the brand', pointing to the 52% of UK consumers who claim they are more open to being experimental with their food choices than they were before the pandemic began.
Made with jasmine rice, the new recipe features a 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'.
Anna Beheshti, Head of Marketing at Tilda, commented: “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.