As Australian consumers look for ways to increase their protein intake, SunRice has added protein to staple rice products.
According to Euromonitor, 28 per cent of Australian consumers actively seek high-protein foods when grocery shopping. In response, SunRice launched SunRice Microwave Protein+, which provides at least 10g of protein per serving.
The range adds collagen to Jasmine, Brown and Basmati rice, while retaining a microwave format that is ready in 90 seconds. SunRice said it marks an Australian first for the rice category in protein fortification.
Ganesh Kashyap, SunRice’s CEO for Australia and New Zealand, said the launch shows the potential for innovation within established food 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.”
Kashyap said demand for protein has moved beyond consumers focused on fitness and traditional protein sources. Trends such as ‘proteinmaxxing’ have also led consumers to look for ways to incorporate it throughout the day.
Christine Fung, SunRice’s VP of Marketing and R&D for Australia and New Zealand, said the range was developed as interest in protein moved beyond the traditional fitness audience.
“We’re seeing everyday consumers actively seeking more opportunities to incorporate it throughout their day,” Fung said, without necessarily wanting to buy specialist products or completely change the way they eat.
SunRice worked with CSIRO, Australia’s national science agency, to develop high-protein rice products. Scientists at the CSIRO Food Innovation Centre in Werribee identified protein peptides that could be absorbed into rice grains during processing.
The research examined peptide uptake, processing parameters and protein fortification outcomes, while generating data to support and refine patent claims.
SunRice led commercialisation activities, including product development, scale-up and manufacturing trials. The company said it took the products from idea to commercialisation in less than two years.
“By bringing more protein into a product Australians already know and use every day, we’re creating something genuinely new within rice,” Kashyap said.
The range comes in pouch and cup formats and is available at Coles, Woolworths and IGA across Australia and in New Zealand. The products are gluten-free and contain no artificial colours, flavours or preservatives.
- Further reading: Australia at the forefront of next-gen functional beverages.
