TOP 3 UK rice brand Laila Basmati has unveiled a major rebrand in September 2018 which includes the roll out of 100% recyclable packaging across its entire range of smaller bags.
The rebrand is part of a multi million-pound drive to attract mainstream customers to the authentic brand and further strengthen its popularity with the UK’s ethnic communities. It comes as Laila celebrates its best year ever in 2017 – climbing to a Top 3 place in the UK rice category and achieving the greatest branded growth of the year, up 43.9% (£2.6m) on volumes up 38.9%. (Nielsen 2017).
The first UK dry rice producer to introduce 100% recyclable packaging across its entire 500g, 1kg and 2kg offering, the new look, innovative packs – which can be disposed of within the weekly recycling plastic waste – feature modern foil packaging, as well as artwork which reinforces the ‘Love Rice, Love Laila’ strapline.
Harry Dulai, Managing Director of Surya Foods, owners of the Laila brand, said: “2017 was a remarkable year for Laila, however, we remain ambitious with our growth targets.
“We are incredibly proud to introduce 100% recyclable packaging to the category. Attitudes to waste and plastics are, quite rightly, changing rapidly and it is important for all food producers to continue to strive to provide the most environmentally friendly packaging solutions modern technology can offer. We are pleased to take this big first step towards the removal of single use plastics across the Laila range.
“The Laila brand is at the heart of Surya Foods as a business and we continue to invest heavily to see it grow further and also increase its appeal to a mainstream market that is increasingly interested in authenticity.
“This rebrand is also about enabling all customers to enjoy authentic rice from around the world, with ease, and focuses on ease of preparation and convenience, as well helping customers easily pair rice with specific dishes to broaden their cultural food experiences and widen our brand’s appeal to all consumers, mainstream and ethnic.
“Our aim is to empower the consumer with culinary ideas from around the world, with recipes that are so easy, anyone can be a great chef.”
Established in 1996 to bring high quality, authentic basmati rice to the rice-eating Asian community of the UK, Laila has grown to become one of the nation’s favourites, popular with consumers and ethnic chefs alike due to its quality and authenticity. Its loyal following with the UK’s ethnic communities has helped it achieve a longstanding position as the top selling rice brand on the world food aisles of national retailers Tesco and Asda for several years running.
As part of the rebrand Laila undertook large scale consumer research, across diverse ethnic groups including Indian, Pakistani, Caribbean and White British consumers, to better understand how to enhance its offering.
The rebrand also includes brand positioning, celebrating the brand’s unique ‘authenticity’ and ease of use, as well its commitment to premium, healthy, aromatic rice, which is both affordable, packaged in an environmentally friendly way and packed with flavour.
A 360-degree integrated marketing campaign has been launched in support of the major rebrand including shopper promotions and events, sampling, merchandising, as well as activity across Laila’s digital and social media platforms.
The rebrand will be across all Laila products globally with new packs set to hit the shelves this month.
The full Laila brand is worth over £40m and continues to enjoy a leading presence at national and independent retail as well as being present in over 30 countries worldwide.
This is the first major rebrand since the brand was launched in 1996.
Kindly follow us on twitter:@AfricanVoice2
