Laila, one of the UK’s top three rice brands, today announced a significant product line extension with the launch of its first range of microwaveable rice pouches. The collection of 10 different varieties of rice will roll out across Tesco stores from early August 2025, marking the brand’s strategic entry into the fast-growing convenience sector.
The launch represents a major milestone for Laila, which currently holds the No.1 market position for branded dry rice in the UK rice sector.1
“The move is designed to capture a greater share of the UK rice market by offering consumers the same authentic quality, they expect from Laila, in a convenient, ready to eat format, at a competitive price point,” said Harry Dulai, Group Chief Executive Officer of Surya Foods.
He added: “This is one of the biggest NPD projects we’ve carried out in recent years for the Laila brand. We’ve seen tremendous growth in the convenience sector and our research shows consumers, while loving scratch-cooked rice, also like the option of quick, meal solutions at busier times, without compromising on taste or quality. This expansion allows us to meet that demand while staying true to our heritage of delivering premium rice products that celebrate authentic world flavours.”
Dulai continued: “The microwave range represents the natural evolution of our brand strategy. We’ve built our reputation on providing the highest quality traditional rice varieties, and now we’re bringing that same commitment to the convenience category. Each pouch delivers the distinctive taste profiles our customers love from Laila, whether that’s our signature basmati or our carefully spiced fusion flavours like chilli & lime and spicy Mexican.”
Complete range includes (ready to eat in two minutes):
Classic varieties:
Flavoured varieties:
The range will be launching with a two-month long Tesco Clubcard promotion (promotional prices: classic range £0.80 and flavoured £0.90).
Strategic brand extension
The microwave rice launch builds on Laila’s rapid expansion in recent years across multiple categories. The brand now spans classic store cupboard staples including a complete range of flours, pulses, grains, ghee butter, pickles, spices, and curry pastes. The full Laila brand has an estimated annual retail value of £70m and enjoys a leading presence at UK national and independent retail, while also being sold in over 30 countries worldwide.
In 2022, Laila rolled out a major rebrand introducing an ornate elephant design to its packaging – symbolic of the brand’s South-Asian heritage. The mainstream look and feel was conceived to help the brand appeal to a wider audience in preparation for its expansion into new categories and markets.
Surya Food’s rice brands, including Laila, Salaam and Mai Thai (all featured in the UK Top 10 dry rice brands chart) account for over half of the UK’s branded dry rice market. These brands, originally serving niche audiences, have gained in popularity as increasingly adventurous UK shoppers seek out authentic world foods.
The entry into microwave rice pouches will help Laila capitalise on the growing demand for convenient, authentic meal solutions.
Plans for wider distribution across additional retail partners is planned in the coming months.
References:
1 Nielsen Dried Rice Report w/e 19th April 2025
