Tilda Thai Hom Mali Jasmine Rice

For more than five decades, Tilda has been recognised as one of the UK’s most trusted rice brands, celebrated for its commitment to authenticity, quality, and premium grain sourcing. As consumer expectations evolve, the brand continues to invest in packaging innovation that protects product integrity while supporting ambitious sustainability targets.

To bring this latest development to life, Tilda partnered with Law Print again. Having supplied Tilda for almost 14 years, Law Print has played an integral role in supporting the brand’s growth through collaborative design, technical expertise, and a shared focus on delivering packaging solutions that resonate with diverse consumer communities.

For the launch of Tilda’s new Hom Mali Rice range, Law Print supplied a recycle-ready substrate that aligns with Tilda’s sustainability roadmap while maintaining the visual impact and structural performance expected within the ethnic wholesale market. This project further reinforces the strength of the relationship between the two businesses and demonstrates how long-term partnerships can accelerate innovation, reduce environmental impact, and meet rising consumer expectations.

What did we do?

Overview

Tilda launched its Hom Mali Rice (product of Thailand, grade AAA quality) with a renewed focus on authenticity, sustainability, and consumer resonance. The design—developed following comprehensive market research—represents the brand’s strategic approach to growth within the UK ethnic wholesale market.

The product is currently available exclusively through ethnic wholesalers, reinforcing its cultural relevance and connection to the many communities who consume Jasmine rice.

The Challenge

The ethnic wholesale segment is both competitive and deeply rooted in tradition. Customers value authenticity, quality cues, and cultural familiarity. At the same time, they increasingly expect modern, sustainable packaging from brands they trust. Tilda’s challenge was to:

• Communicate the superior quality of Grade AAA Thai Hom Mali rice
• Build visual credibility among authentic Thai-origin products
• Modernize packaging without losing brand recognition
• Move toward more sustainable materials without compromising pack integrity

Packaging Innovation

To meet sustainability goals, the new packs are produced using a recycle-ready substrate, ensuring a reduced environmental footprint without sacrificing shelf-life protection.

Visual design improvements include:

• Prominent “Grade AAA” quality badge to build instant recognition
• Stylized Thai cultural motifs to reinforce provenance
• Clean, modern layout guided by shopper eye-tracking studies
• Dragon illustration to communicate tradition and used as a powerful, positive symbol

Market Positioning

By limiting distribution to ethnic wholesale channels, Tilda strategically placed the product where authenticity and cultural fit are highly valued. This choice:

• Strengthened relationships with specialist wholesalers
• Increased brand trust among diaspora communities
• Created positive word-of-mouth in culturally relevant spaces

Early feedback from retail partners indicates strong acceptance and repeat demand.

“At Tilda, we’re always looking to combine consumer insight with innovation. This design reflects both our commitment to quality and our continued investment in creating packaging that resonates with our communities.”

Nikhil Deshpande – Brand Lead at Tilda