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Frozen rice growing in popularity

Frozen rice product launches increased 18 percent globally and 50 percent in the United States between 2008 and 2010, according to new research from the Mintel Global New Products Database (GNPD), which details how rice is used in consumer products. The United States ranks No. 1 globally in new frozen rice product launches.

Frozen rice product launches increased 18 percent globally and 50 percent in the United States between 2008 and 2010, according to new research from the Mintel Global New Products Database (GNPD), which details how rice is used in consumer products.  The United States ranks No. 1 globally in new frozen rice product launches.

Village Harvest released the most new frozen rice products in the domestic market last year, followed by Minute Steamers, Arctic Gardens and Priano.  Time-crunched American consumers are drawn to the convenience and quick preparation time of frozen rice products, with microwaveable being the top product claim.  Health-focused attributes such as whole grain, portion-ability and functional/cardiovascular were also among the top 10 most popular product claims.

USA Rice Federation published The Rice Advisor  (member log-in required), a monthly research report based on data culled from the Mintel GNPD that provides industry members with current food processing trends for products using rice as an ingredient.

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