105243_1_CST Tilda.indd
Transcription
105243_1_CST Tilda.indd
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. 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? Tilda Steamed Basmati: The finest Basmati and natural ingredients have been partly steamed allowing consumers to complete the cooking in just 2 minutes 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. Source: Nielsen Scantrack, 52 w/e 16th June 2007 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 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 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 62 CATEGORY MANAGEMENT SUPPLEMENT AUGUST 2007