New Flavor, New Look for Minute Rice
Riviana Foods Inc. has launched Minute Instant Jasmine Rice (Minute Jasmine). Developed to help consumers add an international flair to their meals, the product offers the core benefits of the original Minute Instant Rice — ease and convenience — with the flavor of jasmine.
Minute Jasmine has a light, sweet flavor, pleasant scent, and is ready in only five minutes. Minute Jasmine complements both Asian and traditional dishes, retaining the same pleasing tenderness of white rice but with elevated flavor and enough versatility to make it a standout dish of any meal.
“There’s been a growing demand for aromatic varieties of rice that appeal to a broader audience, but no brand in the instant rice category has offered this combination of flavor, convenience and variety until now,” says Senior Brand Manager of Riviana, Diane Patterson. “To accommodate globally inspired interests and palates, we expanded our product line to attract the adventurous consumer who is already in tune with what the aromatic category offers, but who is also looking for a faster cooking time. No one should sacrifice culinary creativity for ease and convenience.”
Minute Jasmine’s packaging features an internationally inspired Sweet and Spicy Apricot Chicken recipe and “mix it up” ideas showcasing the versatility of the product, such as using lite coconut milk instead of water and curry powder to boost the flavor.
The product is sold nationally across the U.S.