With the microwaveable rice market accounting for over 40% of business and dominated by an existing well established brand, the task isn’t straightforward. However, with a multi-million £ investment in new technology, Veetee have been able to create a truly differentiated product that delivers restaurant quality rice in just two minutes.
The task is about getting consumers to understand and taste the difference to normal microwave rice and get the product moving across the retail estate explains Moni Varma, Veetee Foods Chairman, and that’s why we engaged the help of specialists.
Mike Staines, BMTs Head of Retail, believes the ability to win in the retail space is about the unique insight behind the customer and category motivators that enable BMT to deliver more effectively - it’s all about enhancing the brand yet delivering commercial success for both retailer and client, says Staines.
Veetee Dine-In premium rice is now available in selected major multiples including Waitrose, Tesco, Sainsburys and Asda stores nationwide.
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For more information contact Mike Staines, Head of Retail at BMT on 020 7592 7520 or visit www.bmt.uk.com
