Rice recipe book released to celebrate Tilda's 50th Anniversary

This December Tilda celebrates its 50-year journey that began when it introduced Basmati rice to the UK market and began to grow a loyal following among consumers, becoming the household name and global brand it is today.

The brand now employs over 250 staff in the UK alone and boasts a value of £102m [1] MAT in the UK measured market, making it one of the biggest players in the rice category, and has added more value growth to the category than any other brand in the last 12 months [2].

To mark 50 years of community collaboration, Tilda is saying "Thank You" to convenience retailers, the multiples, restaurant chefs and the families who go above and beyond to create the best-tasting rice dishes, to bring their much-loved family recipes to the table.

With help from chefs, consumers and its own longstanding staff, Tilda has created a commemorative 50th Anniversary cookbook that celebrates rice dishes from every walk of life. Collating 20 delicious recipes and the stories behind them, Tilda’s recipe book, "Your Flavourful Food Stories", will be launched this month and can be pre-ordered from here.

All proceeds will be donated to Tilda’s charity partner The Felix Project, London’s leading food redistribution charity, which rescues good-quality surplus food and deliver it to charities and schools for people in need.

"We’re extremely proud of the team who helped Tilda achieve the success it has over the last 50 years, and incredibly grateful for the support we receive from retail customers and consumers," said Jonathan Calland, Head of External Affairs at Tilda.

“As we celebrate 50 years of Tilda, it’s really important that we acknowledge everyone who helped us get to where we are today. Without the chefs who are committed to serving only the highest quality grains, the retailers who ensure consumers have access to the right rice for the right dish and shoppers who are dedicated to keeping the heritage of their family’s recipes alive, we would not have grown from the small family business we were back in 1970, to the innovative brand we are today.

“We’re looking forward to the next 50 years as the brand continues to evolve and we continue to celebrate life in all its flavours.”

Michael Millership from The Felix Project commented: “We are so pleased to be Tilda’s charity partner of choice. Tilda was one of the first producers to respond to our request for food in the early days of The Felix Project and has doubled its donations this year to help us meet increased demand. The continuing generosity of Tilda contributes greatly to our ability to supply those charities we work with and we are touched and honoured to be the beneficiaries of the proceeds from the 50th anniversary recipe book, Your Flavourful Food Stories. We wish you the best of luck for the next 50 years, although we like to think Felix will be redundant by then.”

The 50th anniversary Thanks To You campaign includes an integrated marketing campaign with ATL presence on TV, radio, OOH advertising, PR and digital support. Tilda will also be celebrating its anniversary with a range of instore activity across multiples, online and in convenience formats.