Tastic has re-launched its Rices of the World selection of exotic rices with refreshed packaging. The range provides an international variety for consumers including Basmati - aromatic Indian rice; Bonnet - fine white rice; Jasmine - fragrant Thai rice; Risotto - fine Arborio rice and Sushi - rice for making sushi.
Rices of the World promises convenience to modern buyers who may have limited time but want to serve the best and not compromise on the quality and authentic taste of their food, or to those who simply enjoy experimenting with different cuisines and want to be appreciated and admired for their ability.
The new packaging strategy aims to give the Rices of the World range a stronger shelf presence through a refreshed and more contemporary visual identity that positions it as a premium product that is preferably merchandised within the ‘speciality section’ of rice. Consumers need to be able to easily identify their product preference, which the new packaging achieves through the use of a strong signature colour for each variant as well as bolder and better defined product labels and a slightly larger and pronounced Tastic logo and branding. The package iconography has also become simpler and more linear, in line with modern trends and moving away from too much detail to sleek silhouette imaging representing each country of origin.
Other packaging features include detailed nutritional tables with GDA panels on the side; a transparent viewing panel on the side; prominent use of The Heart Foundation logo; Halaal and Kosher endorsement logos; a resealable sticker for storage convenience and freshness and the introduction of two additional official languages on the African continent, French and Portuguese, for export purposes.
The new packaging launch was supported by a Tastic Rices of the World TV commercial, portraying a proud Indian matriarch giving her stamp of approval to a rice dish at a dinner party without knowing that it was made with Tastic rice.
Additional market positioning and brand support activities around the new packaging of the range have included cart ads, sampling activities and print campaigns.
Tastic’s Rices of the World range offers the Risotto and Sushi variants in 1kg packs and the Basmati, Jasmine and Bonnet variants in both 1kg and 2kg packs.
