People will pay for convenience, there is no doubt about it, if something can be made easier and more convenient to consume then the public will jump on it! Microwaveable rice pouches are testament to this with supermarkets seeing massive rises in sales. Last year was the time for noodles, this was almost certainly attributed to the growing popularity of ‘healthful’ stir fry’s, however this year it was the pre-cooked, microwaveable rice pouches time in the spotlight! Alongside this rise in rice sales, own brand foods are leading the way causing label rice’s to reinvent themselves fast. Convenience rice pouches fit perfectly into the ‘healthy’ food bracket, and better still…they’re convenient, so it’s no surprise that these are leading the way. I have mine in my bag ready to mix with my chicken and veg pre-cooked the night before. Opt for the wholegrain, long grain (Basmati) and brown rice varieties to deliver slower releasing carbs.
The Grocer, (2014). Rice and Noodles Category Report 2014. Retrieved 26th August, 2014, from http://www.thegrocer.co.uk/reports/category-reports/rice-and-noodles-category-report-2014/369228.article