MARKET RECENT DEVELOPMENTS ACHIEVEMENTS BRAND...
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88 MARKET Rice is the staple food for over half the world’s population. However, this fact disguises the enormous variety of rice that exists; indeed some 25,000 different varieties of rice are estimated to be grown in the world. Most of this rice is consumed close to where it is grown. Rice is also a food security product and, because of its importance to mankind, many governments in rice producing countries have extensive support programmes and quite complex regulatory initiatives to preserve a healthy, sustainable and above all affordable rice supply for their people. It may come as a surprise to learn that just 6% of rice production is traded internationally, compared with over 40% for wheat. This is a reflection of government policies in Asia with a heavy bias towards maintaining self-sufficiency to feed growing populations. Basmati rice is different, however. Although less than 1% of world rice production is Basmati it accounts for nearly 10% of world trade. The unique aroma and long slender grains that elongate on cooking to give a light fluffy texture mean that Basmati is the most prized of rice varieties. Basmati can only be grown in one place on earth - in the region which straddles the border between India and Pakistan at the foothills of the Himalayas. From here Basmati rice followed the spice trade route across the Middle East and indeed today the United Arab Emirates and the Middle East region account for more than 50% of world Basmati rice imports. Tilda is the world’s number one Basmati rice brand, available in more than 50 countries across the globe. Tilda enjoys market leader status in major Middle East markets. In the UAE alone Tilda has the highest value market share (Basmati) in the organised retail segment (Supermarkets). Also, in Qatar, Tilda leads the table and has the highest value market share (Basmati) in retail. Moreover, Tilda’s Number One status continues in other markets - in the UK Tilda remains the number one brand in dry rice and clearly leads the block pack market with 53% value share of all branded sales. ACHIEVEMENTS Tilda is the preferred brand in Royal Palaces and for flight catering for Royal Families (Diwan/ Majlis Flights) and among other high end consumers across the Middle East, confirming the brand’s number one status. Tilda has been recognised and awarded the Best Dry Product award as well as the accolade for Best Innovation in Food for DNA purity testing. The Tilda Steamed Basmati range won the Best Food Packaging Innovation award at Gulfood 2012. Tilda was also voted a Superbrand for the third consecutive year (2012/2013/2014) in the UAE. The consistent quality of the brand is thus rewarded and recognised. Accolades from other major markets: In 2010 Tilda’s Pure Basmati topped the scientific quality poll of “Stiftung Warentest”, the German Government recognised body. In the UK Tilda Pure Basmati is endorsed by the Craft Guild of Chefs and in 2011 the Tilda Steamed Basmati range won the Guild of Fine Food Great Taste award. In 2013, Tilda won “The Food and Drink Product of the Year” accolade for the Tilda Kids range at The World Food Awards and the “Grocer New Product Award” for the limited edition Tilda Steamed British Curry rice, in the UK. HISTORY The story of Tilda is one of unbroken success. Tilda was the first company to bring Basmati to the Western World over 40 years ago and has become an international food brand selling in over 50 countries. The company started its business selling Basmati to the Asian community who immigrated to the UK in the late sixties and early seventies. To this day Tilda is by far the “most loved” Basmati brand, especially within these discerning rice-eating communities, who usually buy their rice in larger bags. With the increased popularity in Indian food it didn’t take long for the Tilda brand to secure distribution in major supermarkets in the UK and by the nineties Tilda had become the supermarket brand leader in the rapidly growing Basmati rice market. This position has strengthened over recent years as more and more consumers have switched from ordinary long grain rice to Basmati. By the late eighties Tilda had outgrown its previous location and moved to its present site on the Thames estuary. The location provided a perfect gateway for the rice barges to make their deliveries from overseas. By this time the Tilda brand was selling in many international markets including France, Germany, the Middle East and the USA. Tilda was introduced to the Middle East in 1983 and later established an office, in 1992. Tilda’s distinctive blue foil, re-sealable packaging was introduced in the late nineties. Basmati remains at the very heart of Tilda and the company is committed to only selecting the finest Basmati for all its products. Tilda removes broken grains, which during cooking release starch and cause the rice to be sticky. From the beginning Tilda has worked hand-in- hand with the Basmati farming community and taken on the mantle of guardianship of this precious grain. Tilda has invested in ensuring the finest Basmati providing and freely sharing information on cultivation, propagation and harvesting of Basmati via their Farmers Advisory Cell (FACE) a drop in centre or telephone line offering free advice on growing and cultivating Basmati. This is part of Tilda’s wider out-reach programme that also supplies Pure Basmati seed at zero profit and no obligation to sell the harvested crop back to them. In its quest for the very best Basmati, Tilda utilises its long-standing and unique expertise, including the latest DNA technology to check every batch of rice for purity to ensure only pure Basmati makes it into a Tilda pack. In an effort to make its coveted Basmati rice available in convenient, easy to cook recipes, Tilda entered the “Ready To Heat” market in the early 2000’s. Within a decade, Tilda is a significant force to reckon with in this market. Tilda is proud of its reputation for uncompromising quality and a commitment to sustaining the legendary status of Basmati and the Tilda Basmati brand worldwide. PRODUCT Tilda’s number one range of Tilda Pure Basmati Dry Rice and hugely successful Tilda Steamed Basmati ready-to-heat range are key to the Tilda portfolio. There are currently six Tilda Basmati Dry Rice variants including Pure Basmati, Extra Long Grain Basmati, Pure Basmati and Wild Rice, Easy Cook Pure Basmati Rice, Wholegrain Basmati and White and Wholegrain Basmati Rice. In addition the Legendary Tilda Pure Basmati is also available in convenient, ready to cook “Boil In The Bag” sachets. Using its trusted, authentic Basmati credentials, Tilda has successfully extended its reach beyond Dry Rice through the introduction of its Tilda Steamed Basmati range. The range, which now includes eighteen variants, provides a quick and easy mid-week meal solution and inspires consumers to diversify outside of “boil in the bag” rice with a speedy, two minute microwave meal solution. While Tilda is synonymous with Basmati, the brand also offers a range of speciality rice, including Jasmine Rice, Arborio Risotto Rice, Giant Wild Rice and Sona Masoori Rice. Also available under the Tilda brand are Long Grain, Long Grain Easy Cook and Everyday Rice varieties. Tilda’s newest additions to its extensive range of rice products include Tilda Kids and Tilda Grand Extra Long Basmati, both of which were launched early last year. A beautifully crafted, limited edition Tilda Tin was introduced in 2013, given away with every promoted pack of Tilda 2Kg Pure Basmati Rice. The Dry Rice products are also available in special sizes for the Foodservice Trade. RECENT DEVELOPMENTS Tilda is committed to innovation beyond NPD. With the quality of its Basmati paramount, Tilda has also, for many years, led the way in consumer-led packaging innovation recently switching from pillow packs to more premium block packs, which at shelf are easier for the consumer to identify, protect the grains more efficiently and in the home give the consumer the option of storing the rice in the pack and resealing in between uses rather than having to decant. Tilda was also the first company to introduce the patented Seal ‘n’ Store packaging. The delicious NEW Tilda Kids rice and veggies range which was introduced early last year was developed with its end consumer very much in mind. The Tilda Kids range provides one of your five-a-day with a selection of the best natural ingredients. Available in four tasty rice and vegetable meal accompaniments which include Cheese and Tomato, Sunshine Vegetable, Sweet Vegetable and Wholegrain and Mild and Sweet Curry, this range has been specially developed to cater for a child’s taste pallet and growing appetite. Each meal comes in an eye-catching 125g pouch and takes only 40 seconds to cook in the microwave. Tilda Kids is full of goodness, and contains no artificial colours, flavourings or preservatives. PROMOTION Communicating with consumers has been vital for Tilda. Be it through a TV commercial or print media, Tilda tries to impart the “Genuine Goodness” factor associated with all Tilda products. In the Middle East, Tilda has been actively involved in below the line / point of sale promotional activities which include sampling campaigns, in-store POS activation and event participation. Tilda also promotes the brand through digital media such as the Tilda website (www.tilda.com), social networking sites (www.facebook.com/ TildaRice), and group-buying websites. In 2012, Tilda initiated the Mums-Helping-Mums campaign in partnership with the United Nations World Food Programme (WFP) to help raise funds and raise awareness about the importance of delivering nutritious food to expectant and new mothers and their children. The campaign is running in the UK since 2012, and in Canada and the Middle East, since 2013. Tilda has donated over 1 million meals to the World Food Programme so far, helping thousands of mothers in developing countries give their unborn children the best start in life. BRAND VALUES l Genuine and authentic l Premium and quality l Fair trade l Best taste and flavour (Source Your Future Research, 2011) www.tilda.com Things you didn’t know about Tilda l The word Tilda is a made up name from the names of the founding father’s two precious daughters. l Tilda was the first company to introduce Basmati to the Western World, over 40 years ago. l Tilda is a 100% branded business and does not supply rice for anyone else. l In January 2014, Tilda was acquired by The Hain Celestial Group Inc. (Nasdaq: HAIN), a leading natural and organic food and personal care products company in North America and Europe, headquartered in Lake Success, New York. l Tilda is so obsessed with purity that every single batch of Basmati is DNA finger print tested.
Transcript of MARKET RECENT DEVELOPMENTS ACHIEVEMENTS BRAND...
88
MARKETRice is the staple food for over half the world’s population. However, this fact disguises the enormous variety of rice that exists; indeed some 25,000 different varieties of rice are estimated to be grown in the world. Most of this rice is consumed close to where it is grown.
Rice is also a food security product and, because of its importance to mankind, many governments in rice producing countries have extensive support programmes and quite complex regulatory initiatives to preserve a healthy, sustainable and above all affordable rice supply for their people.
It may come as a surprise to learn that just 6% of rice production is traded internationally, compared with over 40% for wheat. This is a reflection of government policies in Asia with a heavy bias towards maintaining self-sufficiency to feed growing populations.
Basmati rice is different, however. Although less than 1% of world rice production is Basmati it accounts for nearly 10% of world trade. The unique aroma and long slender grains that elongate on cooking to give a light fluffy texture mean that Basmati is the most prized of rice varieties.
Basmati can only be grown in one place on earth - in the region which straddles the border between India and Pakistan at the foothills of the Himalayas. From here Basmati rice followed the spice trade route across the Middle East and indeed todaythe United Arab Emirates and the Middle East region account for more than 50% of world Basmati rice imports.
Tilda is the world’s number one Basmati rice brand, available in more than 50 countries across the globe. Tilda enjoys market leader status in major Middle East markets. In the UAE alone Tilda has the highest value market share (Basmati)
in the organised retail segment (Supermarkets). Also, in Qatar, Tilda leads the table and has the highest value market share (Basmati) in retail.
Moreover, Tilda’s Number One status continues in other markets - in the UK Tilda remains the number one brand in dry rice and clearly leads the block pack market with 53% value share of all branded sales. ACHIEVEMENTSTilda is the preferred brand in Royal Palaces and for flight catering for Royal Families (Diwan/Majlis Flights) and among other high end consumers across the Middle East, confirming the brand’s number one status.
Tilda has been recognised and awarded the Best Dry Product award as well as the accolade for Best Innovation in Food for DNA purity testing.
The Tilda Steamed Basmati range won the Best Food Packaging Innovation award at Gulfood 2012. Tilda was also voted a Superbrand for the third consecutive year (2012/2013/2014) in the UAE. The consistent quality of the brand is thus rewarded and recognised.
Accolades from other major markets:In 2010 Tilda’s Pure Basmati topped the scientific
quality poll of “Stiftung Warentest”, the German Government recognised body.
In the UK Tilda Pure Basmati is endorsed by the Craft Guild of Chefs and in 2011 the
Tilda Steamed Basmati range won the Guild of Fine Food Great Taste award.
In 2013, Tilda won “The Food and Drink Product of the Year” accolade for the Tilda Kids range at The World Food Awards and the “Grocer New
Product Award” for the limited edition Tilda Steamed British Curry rice, in the UK.
HISTORYThe story of Tilda is one of unbroken success.
Tilda was the first company to bring Basmati to the Western World over 40 years ago and has become an international food brand selling in over 50 countries. The company started its business selling Basmati to the Asian community who immigrated to the UK in the late sixties and early seventies.
To this day Tilda is by far the “most loved” Basmati brand, especially within these discerning rice-eating communities, who usually buy their rice inlarger bags.
With the increased popularity in Indian food it didn’t take long for the Tilda brand to secure distribution in major supermarkets in the UK and by the nineties Tilda had become the supermarket brand leader in the rapidly growing Basmati rice market. This position has strengthened over recent years as more and more consumers have switched from ordinary long grain rice to Basmati.
By the late eighties Tilda had outgrown its previous location and moved to its present site on the Thames estuary. The location provided a perfect gateway for the rice barges to make their deliveries
from overseas. By this time the Tilda brand was selling in many international markets including France, Germany, the Middle East and the USA. Tilda was introduced to the Middle East in 1983 and later established an office, in 1992.
Tilda’s distinctive blue foil, re-sealable packaging was introduced in the late nineties.
Basmati remains at the very heart of Tilda and the company is committed to only selecting the finest Basmati for all its
products. Tilda removes broken grains, whichduring cooking release starch and cause the rice to be sticky.
From the beginning Tilda has worked hand-in-hand with the Basmati farming community and taken on the mantle of guardianship of this precious grain. Tilda has invested in ensuring the finest Basmati providing and freely sharing information on cultivation, propagation and harvesting of Basmati via their Farmers Advisory Cell (FACE) a drop in centre or telephone line offering free advice on growing and cultivating Basmati.
This is part of Tilda’s wider out-reach programme that also supplies Pure Basmati seed at zero profit and no obligation to sell the harvested crop back to them.
In its quest for the very best Basmati, Tilda utilises its long-standing and unique expertise, including the latest DNA technology to check every batch of rice for purity to ensure only pure Basmati makes it into a Tilda pack.
In an effort to make its coveted Basmati rice available in convenient, easy to cook recipes, Tilda entered the “Ready To Heat” market in the early 2000’s. Within a decade, Tilda is a significant force to reckon with in this market.
Tilda is proud of its reputation for uncompromising quality and a commitment to sustaining the legendary status of Basmati and the Tilda Basmati brand worldwide.
PRODUCTTilda’s number one range of Tilda Pure Basmati Dry Rice and hugely successful Tilda Steamed Basmati ready-to-heat range are key to the Tilda portfolio. There are currently six Tilda Basmati Dry Rice variants including Pure Basmati, Extra Long Grain Basmati, Pure Basmati and Wild Rice, Easy Cook Pure Basmati Rice, Wholegrain Basmati and White and Wholegrain Basmati Rice. In addition the Legendary Tilda Pure Basmati is also
available in convenient, ready to cook “Boil In The Bag” sachets.
Using its trusted, authentic Basmati credentials, Tilda has successfully extended its reach beyond Dry Rice through the introduction of its Tilda Steamed Basmati range. The range, which now includes eighteen variants, provides a quick and easy mid-week meal solution and inspires consumers to diversify outside of “boil in the bag” rice with a speedy, two minute microwave meal solution.
While Tilda is synonymous with Basmati, the brand also offers a range of speciality rice, including Jasmine Rice, Arborio Risotto Rice, Giant Wild Rice and Sona Masoori Rice. Also available under the Tilda brand are Long Grain, Long Grain Easy Cook and Everyday Rice varieties.
Tilda’s newest additions to its extensive range of rice products include Tilda Kids and Tilda Grand Extra Long Basmati, both of which were launched early last year. A beautifully crafted, limited edition Tilda Tin was introduced in 2013, given away with every promoted pack of Tilda 2Kg Pure Basmati Rice.
The Dry Rice products are also available in special sizes for the Foodservice Trade.
RECENT DEVELOPMENTSTilda is committed to innovation beyond NPD. With the quality of its Basmati paramount, Tilda has also, for many years, led the way in consumer-led packaging innovation recently switching from pillow packs to more premium block packs, which at shelf are easier for the consumer to identify, protect the grains more efficiently and in the home give the consumer the option of storing the rice in the pack and resealing in between uses rather than having to decant. Tilda was also the first company to introduce the patented Seal ‘n’ Store packaging.
The delicious NEW Tilda Kids rice and veggies range which was introduced early last year was developed with its end consumer very much in mind. The Tilda Kids range provides one of your five-a-day with a selection of the best natural ingredients. Available in four tasty rice and vegetable meal accompaniments which include Cheese and Tomato, Sunshine Vegetable, Sweet Vegetable and
Wholegrain and Mild and Sweet Curry, this range has been specially developed to cater for a child’s taste pallet and growing appetite. Each meal comes in an eye-catching 125g pouch and takes only 40 seconds to cook in the microwave. Tilda Kids is full of goodness, and contains no
artificial colours, flavourings or preservatives.
PROMOTIONCommunicating with consumers has been vital for Tilda. Be it through a TV commercial or print media, Tilda tries to impart the “Genuine Goodness” factor associated with all Tilda products. In the Middle East, Tilda has been actively involved in below the line / point of sale promotional activities which include sampling campaigns, in-store POS activation and event participation.
Tilda also promotes the brand through digital media such as the Tilda website (www.tilda.com), social networking sites (www.facebook.com/
TildaRice), and group-buying websites.In 2012, Tilda initiated the Mums-Helping-Mums campaign in partnership with the United Nations World Food Programme (WFP) to help raise funds and raise awareness about the importance of delivering nutritious food to expectant and new mothers and their children. The campaign is running in the UK since 2012, and in Canada and the Middle East, since 2013. Tilda has donated over 1 million meals to the World Food Programme so far, helping thousands of mothers in developing countries give their unborn children the best start in life.
BRAND VALUESl Genuine and authenticl Premium and qualityl Fair tradel Best taste and flavour(Source Your Future Research, 2011)
www.tilda.com
Things you didn’t know about
Tildal The word Tilda is a made up name from the names of the founding father’s two precious daughters.l Tilda was the first company to introduce Basmati to the Western World, over 40 years ago.l Tilda is a 100% branded business and does not supply rice for anyone else.l In January 2014, Tilda was acquired by The Hain Celestial Group Inc. (Nasdaq: HAIN), a leading natural and organic food and personal care products company in North America and Europe, headquartered in Lake Success, New York.l Tilda is so obsessed with purity that every single batch of Basmati is DNA finger print tested.
