Mahatma Ready to Serve Rice – William Fox Munroe, Inc

Mahatma Ready to Serve Rice

Mahatma Ready to Serve Rice

Riviana partnered with WFM to bring new innovations to market under their Mahatma and Carolina brands. Leading the charge was Mahatma’s Ready to Serve offerings – precooked rice that’s ready in 90 seconds. Using a disciplined process, taking advantage of in-house collaborations, and building from Mahatma’s recent brand refresh, this strategic direction brought these new offerings from concept validation to market in less than 18 months. Ensuring relevance of the brand to consumers was key to the successful launch, while taking advantage of opportunities to meet the needs of millennial shoppers.

Adding Flavor to a Simple Dish

WFM helped identify the right visual strategy for each offering and how the new innovations would relate to each other within the core Mahatma offerings that consumers know and love. Designs were driven by understanding the audience and how these products would be used in context. Ready to serve, while introducing a convenient form to the traditionally long cooking Mahatma product, was also about delivering on just the right amount of lightly seasoned flavor. The designs were flavor forward, differentiating from the pack architecture of the traditional offerings, with a more dynamic layout conveying speed and driving appetite appeal.