Caribbean crossover accelerates Tilda’s RTH sales

Tilda, the nation’s top-selling rice brand, is bringing bold Jamaican flavour to the convenient ambient sector.

The manufacturer recently announced a major partnership with popular chef duo Original Flava. This high-profile caribbean culinary crossover introduces a limited-edition Jamaican Spiced Pumpkin Rice pouch to supermarket shelves. Consequently, the strategic move allows the category leader to capture rising consumer appetite for culturally rooted, authentic global recipes.

Tapping into demand for global flavours

The decision to launch this product answers a clear shift in British eating habits. Specifically, almost one in four UK shoppers identify Jamaican food as the top cuisine they want to try next. Consumers increasingly reject bland staples in favour of vibrant, warming profiles like scotch bonnet chilli. Therefore, Tilda is leveraging this momentum to inject excitement into an established, high-volume grocery segment.

Fuelling incremental growth

Additionally, the convenient ready-to-heat pouch serves as a vital growth engine for major supermarket partners. The limited-edition SKU is designed to build shelf hype and drive incremental impulse sales. The versatile 250g format pairs perfectly with traditional jerk chicken or modern plant-based summer barbecue dishes. As a result, retailers can attract experience-driven shoppers who want restaurant-quality meals prepared at home in minutes.

Anna Beheshti, head of marketing at Tilda, highlighted the commercial value behind the partnership: “Shoppers are looking for easy ways to bring more excitement and authenticity into everyday meals, and Jamaican cuisine is continuing to build momentum. Partnering with Original Flava allows us to tap into that in a way that feels culturally meaningful, while meeting the needs of today’s consumer.”

Supporting the launch

The vegan-friendly, gluten-free product debuts across major retailers nationwide, including Waitrose and Sainsbury’s, from late May. To guarantee strong performance, Tilda is backing the release with its biggest-ever national marketing push. The comprehensive Live Like You Mean It campaign spans television, radio, and digital streaming platforms.