Responding to growing demand for protein-rich foods, the new SunRice Microwave Protein+ range gives a familiar pantry staple an added protein boost, delivering at least 10g per serve.
With 28 per cent of Australian consumers actively seeking high-protein foods when grocery shopping, according to Euromonitor, SunRice has responded by rethinking one of the country’s most widely consumed ingredients.
SunRice Microwave Protein+ adds collagen to Jasmine, Brown and Basmati rice – combining added protein with the convenience of rice ready in just 90 seconds.
It marks an Australian first for the rice category, providing consumers with a seamless way to increase their protein intake through a food already a part of their everyday routine.
The launch comes as the appetite for protein continues to move beyond gym culture and traditional protein sources.
The rise of trends such as ‘proteinmaxxing’ has seen consumers increasingly look for opportunities to incorporate protein throughout the day, from breakfast and snacks to workday lunches and weeknight dinners.
Rather than asking consumers to change what they eat, SunRice saw an opportunity to build more protein into a food that already sits at the centre of millions of meals.
Ganesh Kashyap, CEO for ANZ at SunRice, said the launch demonstrates the opportunity to drive meaningful innovation in even the most established grocery categories.
“Rice is one of the world’s most familiar and widely consumed foods, which makes the opportunity to innovate within the category incredibly exciting,” said Kashyap.
“For SunRice, innovation is about looking at how consumer needs are changing and finding new ways for a trusted staple like rice to remain relevant to those needs.
“SunRice Microwave Protein+ represents an important step forward for the category. By bringing more protein into a product Australians already know and use every day, we’re creating something genuinely new within rice, while building on the role SunRice has played in Australian kitchens for generations.”
According to Christine Fung, VP marketing and R&D for ANZ at SunRice, the range was developed in response to a clear shift in the way consumers are thinking about protein.
“Protein has moved well beyond the traditional fitness audience. We’re seeing everyday consumers actively look for more opportunities to incorporate it across their day, but they don’t necessarily want that to mean buying specialist products or completely changing the way they eat,” she explained.
“That insight was really important for us. Rice is already the starting point for many much-loved meals, so there was an opportunity to make adding protein feel much more intuitive, whether it’s a chicken and vegetable bowl after the gym, tuna and rice for a quick desk lunch, or stir fry for an easy weeknight dinner. It’s about fitting into existing routines rather than asking consumers to create new ones.”
Ready in just 90 seconds, SunRice Microwave Protein+ is available in Jasmine, Brown and Basmati varieties across convenient pouch and cup formats.
The range can be enjoyed on its own or used as the base for everyday favourites paired with ingredients including grilled chicken, salmon, tuna, tofu and vegetables, making it suitable for everything from meal prep and workday lunches to quick weeknight dinners and meals on the go.
SunRice Microwave Protein+ is gluten-free and contains no artificial colours, flavours or preservatives.
The range is now available nationally from Coles, Woolworths and IGA, as well as across New Zealand.
