And, he said, "rices have been facing out-and-out rejection [by consumers] for the likes of potatoes and pasta.". A Wellcome shop assistant said there people lined up before one Wan Chai store opened at 8:00 am today, and all of the white rice and toilet paper – … . There is no shortage. Number 8860726. By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. Rice is a nutritious and inexpensive staple that when kept under the right conditions can last almost indefinitely, so it makes sense consumers would want an ample supply on hand during this crisis. The product was sold to Ebro Foods (part of Ebro Puleva) in the United States, and to Ronzoni Foods Canada Corporation in Canada, which was renamed Catelli Food Corporation. Nothing added but convenience. Activate your account. For a few years now, stores that used to keep one month or more of products on hand have largely shifted to a 'just-in-time' model to improve their efficiency. The strategy would appear to be on target in a time when "home meal replacement" has become an industry mantra and all indicators point to the need for fast home-prepared meals in a two-income environment. Rice is a nutritious and inexpensive staple that when kept under the right conditions can last almost indefinitely, so it makes sense consumers would want an ample supply on hand during this crisis. For a wide assortment of Minute Rice visit Target.com today. Even on the home front, the brand has suffered from the change in corporate stewardship, encountering what outsiders characterize as an indifference on the part of Kraft management after taking over the former General Foods product via merger. COVID-19 is changing retail market logistics. "If you see depleted rice shelves in your local grocery store, it is not a supply problem, it is a signifier of changing logistics in the retail market. "Now it's lumped into [a meals division] with Mac & Cheese and is no longer the biggest brand in its category," the executive said of the shift. Mr. Lynn said that in its first week of airing the new commercial, Kraft drew 7,000 calls to the phone line. The coronavirus pandemic has delivered a shock to tens of millions of people in rich countries around the world: Suddenly, they can't buy the food they want, when they want. Could rising farm payments cause trouble ahead? 13 hours 41 min ago, By The Kraft Foods brand-No. Find where to buy your favorite rice online or in-store simply by entering your zip code and desired product. There is no shortage. When there is a surge in consumer interest for a particular product, supplies on hand may be depleted, but will be quickly replenished. By The effort, from Grey Advertising, New York, showcases an unusual phone line, 1-800-Minute-1, that offers consumers instant recipe ideas. Are you a print subscriber? Related: Organizers err on side of caution due to coronavirus outbreak. "We're excited about opportunities for Minute rice," said Mr. Lynn, who wouldn't discuss why the brand's dollar sales fell 6.4% for the 52 weeks ended Nov. 9, according to Information Resources Inc. IRI data also show tonnage volume was down 7% during the same period. Choose from contactless Same Day Delivery, Drive Up and more. All rights reserved. Suddenly, wholesome rice was quick and easy to prepare. Arkansas producer finds success in zero-basin rice. - Kraft also is trying to inject new excitement into the category with flavors: New are Four Cheese, White Cheddar and Herb and Mild Mexican-Style varieties. Incremental TV advertising, along with magazine ads and free standing inserts in newspapers, will support the new products in June or July. Lindsay Rittenhouse Social media platforms are full of pictures of empty store shelves, fueling rumors of shortages, and potentially fueling additional panic and hoarding. This site is operated by a business or businesses owned by Informa PLC and all copyright resides with them. Business Director Dave Lynn, however, said Kraft is now heavily committed to Minute rice, noting that the food giant will be hiking ad spending for the brand 30% this year. So there is not a physical shortage of rice; there is a problem with the supply chain because hoarding has stressed the system. Registered in England and Wales. - 2 days 6 hours ago. it existed as its own category," said the executive. She joined Ad Age in 1985 as editorial assistant, along the way fielding pretty much every position on the masthead, including reporter, Chicago bureau chief, New York bureau chief, features editor, executive editor and managing editor-international. As the effects of COVID-19 are being felt in the U.S. and around the world, consumers are rushing to stockpile groceries and household supplies in fear of being quarantined or isolated in their homes for weeks. The company spent $7.7 million on advertising for Minute rice for the first 10 months of '97, according to Competitive Media Reporting. Informa PLC's registered office is 5 Howick Place, London SW1P 1WG. - 2 weeks 1 day ago, By Alexandra Jardine Informa Markets, a trading division of Informa PLC. Hay and forage tips for winter and spring, Mississippi cotton update and cottonseed selection for 2021, Shopping local makes Christmas more special, Former senators talk presidential election, The Delta Council Meeting asks for support in the effort to build the pumps, Organizers err on side of caution due to coronavirus outbreak, Allowed HTML tags: . The clock's been ticking for Minute rice. This is the case for U.S.-grown rice. Judann Pollack (Judy) is executive editor of Ad Age. There are also concerns that depleted NFA rice reserves would lead to an increase in prices of rice, especially affecting low income households. USA Rice President & CEO Betsy Ward issued the following statement: "U.S. consumers need not be concerned about a shortage of U.S.-grown rice. Copyright © 2020. The tagline, "The perfect last-minute idea.". The clock's been ticking for Minute rice. 2 brand, observers point out it's readily affected by growth in store brands. 6 hours 4 min ago, By 2 in a commodity category-has suffered from a lack of product innovation, the encroachment of private labels and a movement away from scratch-cooked meals. The Kraft Foods brand-No. The boost will be put behind three new flavored rices, being shipped to stores in April, and a new TV campaign promoting recipe usage for Minute rice (AA, Jan. 12). Minute ® Rice comes through time and time again. - Since the brand is such a large factor in the category, as the No. Just quality rice, simply cooked then dried. . 10 hours 30 min ago, By "Not only are shipments of sustainably-grown U.S. rice on the way to stores now, but this is also the time of year when our thousands of family farmers are out in the fields or preparing to be, planting the next crop to ensure our supply of delicious, safe rice never runs out. Minute Rice is a brand of instant rice.The product was introduced in 1949 by General Foods, which merged with Kraft in 1990 and became Kraft General Foods, which became Kraft Foods in 1995. Of course, if everyone decided to start hoarding, there … Ad Age and Creativity Staff And, in yet another departure from using "Leave It to Beaver"/ June Cleaver-style "Moms" in ads, TV spots showcase a more down-to-earth image of a harried, heavyset woman. When Minute® Rice debuted in the ‘40s, it was an instant hit. Ann-Christine Diaz "When private label grows, Minute rice gets it on the chin," said the executive formerly active in the category. ", https://www.farmprogress.com/sites/all/themes/penton_subtheme_deltafarmpress/images/logos/footer.png. Farm Progress is part of the Informa Markets Division of Informa PLC. Shop Target for Minute Rice. No weird processing or bad chemicals (yikes). 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