SunRice has upgraded its classic microwave pouch range, seeking to offer consumers more “fluffier, softer, and tastier” rice than before.
The improved product is the result of a $4.5 million investment to improve its factory in Leeton to enhance product quality and reduce energy and water consumption.
According to the company, the upgrade is part of a broader commitment to continuous improvement and offering consumers the highest quality rice possible, especially during the cooler months where rice becomes a staple in Australian households.
“SunRice continuously reviews opportunities to improve our much-loved products, and the new production technique for our microwave pouches will impart a finer eating experience of softer, fluffier, and tastier rice for all rice lovers than we have ever provided – endorsed through consumer testing and research,” said Andrew Jeffrey, head of marketing, SunRice.
New packaging designs have been unveiled to reflect the innovation. The brand’s standard microwave cups and SuperGrains microwave cups have been upgraded so that customers can easily identify the variants across the range.
SunRice’s classic microwave pouch range is available in Brown Rice, Brown & Quinoa, Basmati, Long Grain, and Jasmine at Coles, Woolworths, and independent supermarkets nationwide.