Riviana Foods Inc. announced the launch of two new Mahatma rice Ready to Heat microwaveable pouches—Red Beans & Rice and Basmati Rice. Ready in just 90 seconds, these new products deliver authentic, homemade taste without the wait, making it easier for modern consumers with fast-paced lifestyles to enjoy comforting meals.
“Riviana’s” new Mahatma rice products tap into the rising consumer demand for authentic global flavors and quick-prep meals that don’t sacrifice on quality. With Ready to Heat pouches, perfectly cooked rice is just 90 seconds away. The new Ready to Heat Red Beans & Rice offers a New Orleans–style flavor with the balance of tender rice and moist red beans, delivering a slow-simmered, homemade taste in a convenient pouch. The new Ready to Heat Basmati variety draws on Mahatma rice brand’s expertise, delivering authentic fragrance, fluffy texture, and long, slender grains that taste as natural and satisfying as rice made from scratch, in a fraction of the time.
“For many, mealtime can feel like a race against the clock, with moments of comfort lost. Consumers have always relied on the Mahatma rice brand for comfort and connection around the kitchen table,” said Sandra Kim, senior vice president, marketing at Riviana Foods. “With our new Ready to Heat Red Beans & Rice and Ready to Heat Basmati Rice, we’re giving consumers the authentic flavors and homemade taste they love—now with the convenience of being ready in just 90 seconds. It’s about making it easier for consumers to enjoy authentic, comforting meals together, even on the busiest days.”
These launches are part of the Mahatma rice brand’s “Feels Like Home” campaign, which is all about making mealtime more meaningful. With 67% of people saying that sharing a meal reminds them of the importance of connecting with other people, the new Ready to Heat varieties make it easier than ever to connect over a meal—bringing both comfort and convenience to the table. The “Feels Like Home” campaign spans radio, connected TV, e-commerce, and social media, ensuring consumers can see and engage with the Mahatma brand wherever they shop, cook, or connect online.
In addition to the new Ready to Heat pouch varieties, the Mahatma product line includes Jasmine, Cilantro & Lime, Mexican Style, Yellow, Garlic & Olive Oil, as well as aromatic Jasmine and Basmati Rice and traditional long-grain White and Brown Rice.
Consumers can find the new Ready to Heat Red Beans & Rice and Ready to Heat Basmati Rice on Instacart, and at local grocery stores nationwide.
