U.S. long grain Peacock brand rice debuted new packaging during a month-long promotion this summer at ASDA stores in the United Kingdom. The brand’s new format five-kilogram bags are bright red with an eye-catching peacock logo and a USA origin label prominently displayed on the package front with details about the Mississippi Delta rice growing region on the back.
“We were very pleased to showcase our U.S. long grain brand’s new format at ASDA stores, the second-largest supermarket chain in Britain by market share,” said Peter Walker, sales manager at S&B Herba Foods, the company that markets Peacock U.S. long grain rice in the UK. “Fifty of the largest ASDA stores, located in areas containing sizeable ethnic communities, featured Peacock Rice on premium gondola end displays.”
“U.S. rice exports to the UK face stiff competition from cheaper Asian rice that has flooded the market over the past several years,” said USA Rice Vice President of International Promotion Hugh Maginnis. “Promoting U.S. rice in such a prominent position at ASDA, the UK subsidiary of Walmart, was a win for the brand and for U.S. rice in general.”