Minute brand instant rice gets logo, look overhaul

Highlighting its speed, convenience, wellness properties, and versatility, Riviana Foods Inc. is introducing an updated look for its Minute® brand instant rice and ready-to-serve products with additional emphasis on natural and wholesome ingredients. The new design will be seen across the entire Minute product line.

Minute brand rice gets a makeover
Minute brand rice gets a makeover

One of the original instant rices readily available in the U.S., thispantry staple that has evolved over its 70 years to meet consumer demands by developing its ready-to-serve offerings of fully-cooked pre-portioned cups ready in just one minute. In addition to its non-GMO Project Verified products, the company has recently introduced several "better for you" products includingready-to-serveBrown Rice & Quinoa,ready-to-serveWhite & Red Quinoa, a line ofready-to-serveorganics, and Minute Instant Multi-Grain Medley.

While retaining its distinctive red background and bold contrasting brand mark, all product packages will now feature a simpler, more contemporary design incorporating a consistent cook-time call out, updated logo, modern font and fewer design elements. All packages will offer appealing recipes on the back panel, "mix it up" ideas showcasing the versatility of the products, and creative cooking recommendations. The new packaging showcases the evolution of the Minute rice product line, communicating the product attributes that resonated most with consumers. Although this is the most comprehensive packaging re-design in over a decade, the products will remain easy to find on the shelf for current Minute rice consumers, while also appealing to a new generation.

"While we may have changed our packaging, consumers can expect the same great taste, quality and convenience," says Diane Patterson, Senior Brand Manager. "Over the years, Minute has strived to meet the needs of today's shoppers, and we're thrilled to introduce the newly enhanced packages that showcase the evolution of the brand."

New packaging can be seen on shelves now.

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