Minute Rice revamps its packaging across all products

Riviana Foods Canada has unveiled new packaging for all Minute Rice products, including the brand’s four varieties of quick-cook rice and eight varieties of microwaveable rice cups.

The brand, first launched in 1949, has also added a new variety of microwaveable cups to the Minute Rice lineup – Mexican-style rice.

Photo © Meg Moon

“Minute Rice’s new campaign and refreshed packaging embody the timeless essence of the brand while embracing the contemporary needs of today’s consumers,” Garima Jain Patodia, senior brand manager of rice portfolio for Riviana said.

“The brand relaunch not only reflects our commitment to quality and convenience but also demonstrates our dedication to ensuring Canadians can enjoy reliable and fulfilling meals, whether they are cooking for themselves, their family or even hosting friends,” she added.

Patodia further said the brand recognizes that Canadians are changing, and they are focusing on the needs of the younger generation.

“Gen-Z and millennials are going into new life stages and have more purchasing power…our instant and microwavable cups fit right into their lifestyles,” she said.

Photo © Meg Moon

Minute Rice organized an intimate dinner at Patois in downtown Toronto to celebrate the brand’s relaunch. CTV’s Milk Masters’ judge Chef Craig Wong fused his signature Caribbean and Asian dishes with Minute Rice’s kitchen staples and created dishes Like Pearl Siu Mai Dumplings, Crispy Hoisin and Sesame Chicken Wings, Oxtail Gravy Glazed Spiced Ham Musubi, Honey And Maggi Beef Short Ribs, Juicy Jerk Chicken, Popcorn Shrimp Fried Rice, Jamaican Coleslaw and Yeast-Raised Beignets.

“Minute Rice is such a great product because you’re never going to end up with something overcooked or undercooked…all the hard part is done for you,” Wong said.

“I (am) proud of Ranger. He fused the rice into rum, and it had all the nuttiness from sesame and a bit of mango. You can do anything that you want with this product and it’s really fun to cook with at the same time,” he added.

Photo © Meg Moon

Michael Ranger, bartender at Patois, created ‘The Patois Minute’ cocktail made with Minute Rice-infused rum, sesame, coconut, mango and nutmeg. Other beverages in the drinks menu were Patois Rum Punch cocktail, Domaine Gayda Syrah-France red wine, Domaine Gayda Viogner-France white wine, Red Stripe beer and Fresh Jelly Coconut and Jamaican Soda in non-alcoholic drinks.