@International Food & Drink Event (IFE)
Laila Basmati rice is stepping up efforts to strengthen routes to mainstream. The International Food & Drink Event (IFE) is a celebration of 1,350 innovative, global and cutting-edge food & drink manufacturers, in which owners Surya Foods will be showcasing the Top 3 UK rice brand*(Source: Neilson).
The leading Essex firm recently launched its new strapline for the Laila brand, as it continues to roll out global, multi-million pound rebrand to attract new consumers to the brand. Its latest exhibition comes as Laila adds more than £3m YOY to the rice category with sales growth of 34.6% during the last year. (Nielsen 2018). Laila has achieved the biggest branded growth among the Top 3 UK dry rice brands for the second year running.