As British consumers continue to look for ever-advanced flavours and more diverse world dishes to enjoy at home, UNCLE BEN’S continues to drive growth within the Ethnic Foods category by injecting excitement and energy through its extensive portfolio of Oriental, Indian, and Mexican rice and sauces.

February saw the celebration of Chinese New Year, where UNCLE BEN'S committed over £350,000 to supporting this key period for the Oriental range of rice and sauces. The campaign included high-level in-store activity built around the theme ‘Wishing you the warmest greetings for Chinese New Year’ which plays on motivating and inspiring consumers during the dismal February weather. In-store activity included competitions to win holidays, promotions, sampling and recipe booklets.