Following the launch of its fourth equity crowdfunding campaign launch on Crowdcube, London-based rice brand, Cauli Rice (also known as Fullgreen Ltd.) announced it is set to be listed in 250 Jumbo Supermarkets.
Cauli Rice is described as a low calorie and low GI rice replacement, with 80% fewer calories but with the same taste as white rice. The company explained its patented technology is designed to keep vegetables fresh for up to 12 months without preservatives or additives.
“Cauli Rice is the world’s first long-life, rice alternative made from cauliflower and protected by a global patent. It has up to 85% fewer calories than rice and counts as 1 of your 5 a day. It is ideal for people wanting to cut down on carbs to lose weight or to minimize risks of diabetes, coronary heart disease and obesity related illnesses.”
The company shared 1.2 million pouches were sold in during its first year, with listings in over 2800 supermarkets. It also considers itself the fourth largest growth in the rice category. Cauli Rice has received various awards, including The Grocer’s “Product Launch of the Year” for Rice, Pasta & Noodles beating market leaders Uncle Ben’s and Tilda; “Top 3 UK Startups” in Richard Branson’s business competition, Pitch to Rich; and named “British Food Pioneer” by DEFRA. Cauli Rice was also launched in Tescos, Waitrose, ASDA, Whole Foods Market and with wholesalers.
While sharing details about the new listing, the Cauli Rice team revealed:
“We just found out we’ll be listed in 250 of the largest stores of the trendy Jumbo supermarket in the Netherlands (fast growing challenger brand competing against Albert Heijn). They will be carrying Cauli Rice Original & Mediterranean flavours by next month.”
Since its launch, Cauli Rice’s latest initiative has secured more than £675,000 from 475. The funds will be used to create new flavors and international expansion. The campaign is set to close mid-March.
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