Tilda sets sights on further growth in ready-to-heat

Tilda has announced a significant revitalisation of its popular ready-to-heat Spicy Mexican Rice, introducing a fiery new recipe and high-impact packaging to capture a larger share of the rapidly growing world-flavoured rice market.

The refresh comes as Mexican cuisine cements its position as the second-largest flavour profile in the ready-to-heat (RTH) category. Tilda’s decision to overhaul the product was driven by extensive consumer testing, where the new recipe and visual identity significantly outperformed the previous format.

The updated 250g pouch features a new-and-improved tomato-based recipe designed to meet rising consumer demand for authentic, “bold” heat. The blend includes:

• Signature heat: a fired-up combination of chipotle and jalapeño chillies.

• Fresh ingredients: packed with black turtle beans, sweetcorn, and red peppers.

• Clean label: consistent with Tilda’s premium positioning, the recipe contains no artificial colours, flavours, or preservatives.

“Mexican is a powerhouse flavour in the RTH sector, driven by a positive perception of fresh ingredients and vibrant taste,” the company stated. “Our refreshed recipe delivers that ‘fiesta’ experience in just two minutes, making it the ultimate shortcut for tacos, burrito bowls, and midweek BBQ dishes.”

Beyond the taste, the brand has introduced eye-catching new packaging designed to boost “standout and recognition” on increasingly crowded supermarket shelves. The launch aligns with wider 2026 trends where time-poor shoppers are increasingly pivoting toward high-quality, authentic global flavours that offer a “real food” experience without the traditional prep time.

The revamped Tilda Spicy Mexican Rice is available now across most major UK retailers with a Recommended Retail Price (RRP) of £1.25.