Amira Nature Foods, a United Arab Emirates-based provider of packaged Indian specialty rice, has introduced its Amira branded products in the UK.
According to the company, five of its products will be available for sale in around 2,230 retail distribution points in the nation, including Morrisons Supermarket.
Commenting on the launch Amira chairman and chief executive officer Karan A. Chanana said that the company has launched its products in the UK, as it a key target growth market for the company's business.
"We are confident that consumers will respond positively to our premium and innovative rice products. As part of our strategy to expand the Amira brand, we are pleased to first launch our products in the UK under our Amira brand, which is a strategy unique to this market," added Chanana.
Amira sells Basmati rice, a premium long-grain rice grown only in certain regions of the Indian sub-continent, under their flagship Amira brand as well as under other third party brands. It has sales in over 40 countries.
