Tilda expands ready to heat range with debut 'all-in-one' meals

Tilda, the UK’s leading rice brand, is stepping into full meal solutions with the launch of a new ready-to-heat product range.

Catering to growing consumer demand for convenient, healthy, and flavoursome meals, Tilda Easy Meals, Tilda's latest ready meal range, is set to hit stores soon.

Perfect for busy professionals and people on-the-go, the Tilda Easy Meals range offers a delicious, nutritious option in just two minutes.

With four recipes inspired by some of Britain’s favourite world flavours – including Sundried Tomato & Beans, Vegetable Paella, Chickpea Korma – these meals offer a protein-packed, ‘one of your five-a-day’ solution for time-poor shoppers seeking lunchtime inspiration.

After introducing its Tasty Sides range in 2023 – ready to heat pouches of pulses and vegetables in sauce to enjoy with rice – and perfectly-portioned Rice Pots in 2024, this latest launch marks the next step in Tilda’s mission to unlock further category growth through insight-led innovation which caters to genuine consumer need.

“The Tilda brand has achieved strong growth year-on-year, which goes to show consumers’ appreciation for our strong focus on taste, quality and convenience,” says Anna Beheshti, Tilda’s Head of Marketing.

“We’re all so busy these days – short on inspiration and always on the lookout for shortcuts to elevate mealtimes. Our Easy Meals range offers up a complete meal, providing tasty vegetables and protein, in just two minutes – making healthy eating effortless, across any occasion.”

Tilda Easy Meals will be available in microwaveable 250g pouches (RRP: £2.50). Three tasty recipes have just hit shelves in Sainsbury’s, with wider distribution to follow.

Visibility for the new range will be driven via PR, influencer and social activity, followed by shopper marketing in April to help retailers create in-store theatre and drive shoppers to fixture.