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, 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.

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 second consecutive year (2012/2013) 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.

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 in larger bags.

With the increased popularity of 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 their 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.

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To this day Tilda remains a family business and 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 five Tilda Basmati Dry Rice variants including Pure 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 this year.

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 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 has also recently launched its new, patented Seal ‘n’ Store packaging - the first of its kind anywhere in the World.

Tilda will be helping busy moms provide a healthy and balanced meal for their young ones with the introduction of Tilda Kids, a delicious NEW rice and veggies range which was developed

with its end consumer very much in mind. Tilda Kids range is full of goodness, providing one of your five-a-day with a selection of the best natural ingredients to make four tasty child-friendly rice and vegetable meal accompaniments which include Cheese and Tomato, Sunshine Vegetable, Sweet Vegetable and Wholegrain and Mild and Sweet Curry. Available in 125g pouches each meal has been specially developed to cater for a child’s taste palate and growing appetite. Each pouch takes only 40 seconds to cook in the microwave, is full of goodness and contains no artificial colours, flavourings or preservatives.

PromoTionCommunicating with consumers has been vital for Tilda, whether it is TV commercial or print media Tilda has tried to share the ‘Natural Goodness’ factor which is associated with Tilda products. In the Middle East Tilda has been active and innovative on below the line/Point of sale promotional activities including

sampling campaigns, In-store POS and Event participation. Tilda also has been promoting the brand through interactive E-media including Tilda website (www.tilda.com) social networking sites (www.facebook.com/TildaRice) and participating with

Group-Buying web-sites with the objective of getting to know their consumers better.

This year Tilda will be partnering with the United Nations World Food Programme to help raise funds and raise awareness about the importance of delivering nutritious food to expectant and new mothers and their children. Through its Mums-Helping-Mums campaign, Tilda will donate over 300,000 meals to the World Food Programme helping thousands of mothers in Bangladesh give their unborn children the best start in life.

brand valuESIn the eyes of consumers (Source Your Future Research, 2011)•Genuine and authentic• Premium and quality• Fair trade• Best taste and flavour

www.tilda.com

Things you didn’t know aboutTilda

The word Tilda is a made up name from the names of the founding father’s two precious daughters.

Tilda is a 100% branded business and does not supply rice for anyone else.

Tilda remains an independent, family owned business.

Tilda was the first company to introduce Basmati to the Western World over 40 years ago.

Tilda is so obsessed with purity that every single batch of Basmati is DNA finger print tested.

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