Tilda Rice, the UK’s biggest rice brand has been bought by U.S.-based organic food giant Hain Celestial for a rumored £250 million (approximately US$411 million). Tilda was formed in 1972 and was the first company to introduce Basmati rice to the West. Tilda now markets its products in over 40 countries. Since November Hain Celestial has fought off competition from Associated British Foods which owns Primark, Spanish rice company Ebro, and owner of Uncle Ben’s rice, Mars. Hain Celestial plans to expand the Tilda brand through its existing distribution channels in the U.S., Canada, and Europe. In 2013 Tilda’s net sales equaled US$190 million.
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