Branded and private label rice distributor Riviana Foods Canada has announced a new packaging design for its Minute Rice brand. 

The redesign encompasses the brand’s four Quick Cook Rice varieties and eight Microwaveable Rice Cups, including a new Mexican Style Rice option. 

The updated, modern, and fresh packaging design aims to improve the mealtime experience without compromising on the quality of the products. 

With the new design, Riviana targets consumers seeking convenient and stress-free meal solutions. 

The brand evolution strategy and overall design were developed in collaboration with Bridgemark, an integrated branding agency.  

Elemental, a Canada-based creative advertising and marketing agency, supported the brand with social, digital, and shopper marketing creative, as well as advertisement placements. 

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To maximise the impact of the campaign, Minute Rice has also partnered with Fairweather for the creation of connected TV advertisements.  

Riviana Rice Portfolio senior brand manager Garima Patodia said: “Minute Rice’s new campaign and refreshed packaging embodies the timeless essence of the brand while embracing the contemporary needs of today’s consumers.  

“The brand relaunch not only reflects our commitment to quality and convenience but also demonstrates our dedication to ensuring Canadians can enjoy reliable and fulfilling meals, whether they are cooking for themselves, their family or even hosting friends.” 

Since its debut in 1949, the Minute Rice brand has established itself as a convenient choice for meal solutions in Canadian homes.