It's About Convenience, Not Price!
Compare the media reported trend of consumers buying frozen to save money with what's happening in foodservice and your might be surprised; at least if you look at the frozen rice category! Mark Lyddy, Tilda's Foodservice Controller, says, "The foodservice market buys into frozen rice because of its convenience, not its price. It is after all bought at a premium compared to dry rice and we have been seeing growth in this area."
Mark continues, "In these times of recession, the large casual dining restaurant groups are aggressively targeting the consumer on the high street with meal deals to generate additional sales and maintain their market position. Many of their menus include dishes which are easy to prepare, such as chilli and curry, and the benefits they reap by buying frozen rice are many; low skill required in the kitchen, ease of preparation, consistent delivery of quality, portion control and no / low wastage."
Variety is the Rice of Life!
Tilda's range of frozen rice is extensive and covers a wide variety of cuisines; choose from plain Basmati, Spicy Cajun Basmati, Thai Coconut Basmati, Basmati Pilau or Basmati and Wild, to mention just a few. All are available in individual portion packs of either 200g or 180g and are easily cooked in a microwave or on the hob.
The challenge for Tilda is to continue to offer the same great quality at a beneficial cost to the caterer as all of these varieties are made using the best quality added value ingredients and items such as peppers and spices have all been hit by commodity price increases.
However, Tilda is confident that the consumer understands the difference between Basmati and Long Grain as the rising dominance of Basmati, known as 'The Prince of Rice,' continues in the retail market. Mark adds, "Basmati commands a premium price on menus because consumers are aware of its culinary superiority. By not offering Basmati, caterers could be losing out on additional profit opportunities." |
