Map Trading, the specialist world food wholesaling arm of Bestway, is relaunching its Shahzada rice brand.
Shahzada, meaning “Prince”, is to revamped and repositioned as a value proposition and joins the Bestway group’s award-winning White Pearl rice range to offer retailers and consumers a choice of quality rice at differing price points.
Grown in Punjab to “exacting standards” with extra long grains, Shahzada is aged for a minimum of 18 months which provides its fragrant aroma and superior taste.
Repackaged with the aim of broadening appeal with both ethnic customers and mainstream rice aficionados, Shahzada now boasts what the company calls “a contemporary livery befitting a super premium brand” with the tagline ‘Rice Fit For a Prince’ emanating from a green background.
“The premium rice market is performing well but we are also seeing good growth coming from the value sector. Our mission was to revise and revive Shazada to create a brand that resonated with shoppers across all the key areas of taste, branding, packaging and price” said Gurmail Singh Lal, head of sales at Map Trading.
“The relaunch of Shahzada complements our White Pearl and Kiran rice brands perfectly and we now have an unrivalled offer of good, better, best within our rice range. Shazada, operating in the value sector, offers rice consumers a fantastic product at a fantastic price. It’s authentic, it has great flavour and taste credentials. Now it has an identity that befits the product inside with a modern new look and feel. Most importantly for shoppers who crave value, it’s keenly priced but still delivers as we have not sacrificed the quality.”
A new “Change to Shahzada” TV commercial is also being shot, and will air on Asian TV channels post-launch. Stockists also benefit form a full suite of retailer point of PoSl including posters, window vinyls and shelf talkers all sporting the new look which will be available from the Map Trading field sales team.