Tilda is adding a Caribbean twist to its ready-to-heat offer with a limited-edition Jamaican Spiced Pumpkin Rice developed with chef brothers Craig and Shaun McAnuff, better known as Original Flava. The launch brings together fluffy white rice, pumpkin and scotch bonnet chilli in a pouch the company says is designed to stand out on shelf and encourage impulse purchases.

The move comes as Jamaican food gains traction with UK shoppers. Tilda cited consumer research showing that 24% of people say Jamaican cuisine is the next food they most want to try, a sign that bold, globally influenced flavours are becoming more mainstream in everyday meal choices.

For Original Flava, the partnership marks a decade of promoting Caribbean cooking in Britain. The brothers said pumpkin rice is a familiar, home-style dish in Jamaican households and described the collaboration as a way of bringing an authentic staple to a wider audience. Tilda said the product can work across several meal occasions, from pairing with jerk chicken and curry goat to lifting plant-based dishes and barbecue spreads.

The pouch will be sold as a 250g product with an RRP of £1.25 and is due to roll out from late May in selected Co-op stores, as well as at retailers including Waitrose, Ocado and Sainsbury’s. Tilda says the product is vegan-friendly, gluten-free and free from artificial colours, flavours and preservatives. The launch also lands alongside the company’s biggest brand campaign to date, "Live Like You Mean It", which is running across TV, video-on-demand, YouTube, radio and podcasts and is said to reach up to 65% of UK adults.

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