Tilda is extending its influence beyond grains with the launch of Tilda Pulses — a six‑strong ready‑to‑heat range designed to bring scale, excitement and new shoppers into a category long held back by perceptions of being bland, inconvenient or difficult to use.

The move marks one of Tilda’s most significant portfolio expansions in recent years, leveraging more than 55 years of rice expertise and its position as a store‑cupboard staple in one in four UK households to unlock growth in a segment that has historically lacked big‑brand investment.

Why Tilda is entering pulses

Pulses are gaining relevance as consumers increasingly seek protein‑ and fibre‑rich foods, yet household penetration remains below 10%. Many shoppers still view pulses as time‑consuming or uninspiring — a barrier Tilda believes it is uniquely positioned to break.

“Pulses have huge potential, but the category hasn’t yet reached a broad audience,” says Anna Beheshti, head of marketing at Tilda. “Consumer interest in protein and fibre‑rich foods is growing, especially as shoppers look to ‘fibre‑max’ their meals. But many still see pulses as boring, bland and time‑consuming to prepare.”

Tilda’s ambition is to redefine pulses for modern lifestyles, using the same formula that transformed ready‑to‑heat rice: flavour‑led recipes, convenience, and trusted quality.

What Tilda Pulses will bring to the category

The new range — Mixed Lentils, Beluga Lentils, Tomato & Red Pepper Lentils, Cannellini Beans, Lemon & Basil Beans, and Smoked Paprika Chickpeas — is designed to make pulses simple, versatile and appealing for everyday meals.

Each 250g pouch heats in just 45 seconds or can be eaten straight from the pack, offering a fast, nutritious solution for lunches, snacks and midweek dinners. High in fibre and protein, the range aligns with growing demand for functional, better‑for‑you convenience foods.

Beheshti says the launch is about unlocking new usage occasions and bringing much‑needed visibility to an overlooked segment:

“We’re tackling those perceptions with Tilda Pulses, helping shoppers discover how exciting, tasty and versatile pulses can be — whether they’re rustling up a quick office lunch, looking for an easy midweek dinner or prepping a nutritious snack.”

She adds: “This gives retailers an unmissable opportunity to make the most of Tilda’s nationwide appeal and tap into growing demand for nutritious, yet convenient, food.”

A natural extension of Tilda’s innovation strategy

The launch builds on Tilda’s strong track record in convenience innovation, including category‑leading ready‑to‑heat rice lines such as Pure Basmati, Pilau, Brown and Coconut, and recent limited‑edition collaborations like Jamaican Spiced Pumpkin Rice with Original Flava.

By entering pulses, Tilda aims to replicate this success in a neighbouring category ripe for disruption — bringing big‑brand power, recipe inspiration and shopper trust to a segment that has lacked all three.

Rollout and availability

• Tilda Cannellini Beans, Tilda Lemon & Basil Beans and Smoked Paprika Chickpeas (RRP £2.00, 250g) land in select Sainsbury’s stores from early July.
• The remaining SKUs follow at the end of July.
• A supporting marketing campaign will drive awareness, encourage trial and inspire shoppers to use pulses more creatively.