Global Expertise at a Local Level Makes RPC the Veetee Choice

As the tray format needed to be compatible with the processing machinery, Veetee initially sourced its packaging from overseas, but soon looked for a UK-based manufacturer that could meet its specific requirements.

23 Jul 2009 RPC Bebo UK Corby’s status as one of the UK’s leading experts in multi-layer plastic trays has made it the ideal choice as the local supplier for renowned rice products manufacturer, .

Founded in 1987, Veetee is one of the UK’s largest volume suppliers of rice to the UK grocery trade. Recognising the growth of the microwaveable rice category, the company made the decision to launch its own ‘convenience’ range, Veetee Dine In, with the ambition of delivering a foolproof route to restaurant quality rice with the convenience of microwave cooking.

In a market dominated by one blue chip company, Veetee needed to develop a product which would be significantly different to those already available in order to achieve a foothold in the market.

Using a unique and groundbreaking process Veetee Dine In is made using natural white rice rather than the inferior easy-cook varieties used in other convenience rice products. As a result, the products are unrivalled for their sublime flavour, fluffy texture, and mouth watering aroma.

During the development, Veetee recognised that although product quality was critical, the Dine In range had to be able to retain its great taste in an ambient environment with a shelf-life of up to one year.

The company invested in exclusive patented technology which presents the rice product to the consumer in a tray with printed film, rather than the familiar pouches used by competitor brands. The tray format offers many consumer benefits including excellent product visibility, easy storage and safe handling when hot.

As the tray format needed to be compatible with the processing machinery, Veetee initially sourced its packaging from overseas, but soon looked for a UK-based manufacturer that could meet its specific requirements.

“We have big ambitions for Veetee Dine In and so need a company which has the capacity to cope with increasing supply,” explains Gill Newnham, Marketing Manager at Veetee.

“At the same time, it is essential that the tray delivers the required barrier performance for a one-year shelf life.” RPC Bebo UK Corby’s specialism in multi-layer technology – allied to the wider reputation of the RPC Group – led Veetee to ask it to replicate the original design.

Since its launch in April 2007, Veetee Dine In has proved popular with consumers, and is now second in its sector with a volume market share of 11.6%*. Currently comprising 10 varieties, the range is expanding all of the time.

Veetee began using the RPC tray in January 2009 and has already increased its initial estimates of the volumes required from RPC Corby.

“We’re very happy with the service we receive from RPC, as they have proven to be extremely flexible in terms of matching output to demand in order to ensure consistency of supply,” explains Gill Newnham. “Together with the tray quality, it confirms that we made the right choice in sourcing our packaging locally.”