UK retailer Waitrose has announced that it is the first supermarket to sell celeriac rice, tapping into the trend for carbohydrate alternatives.
The package of Waitrose own-brand celeriac rice, which will be available in stores from 30 August, contains tiny, rice-sized pieces of the raw root vegetable. The retailer says it can be boiled or microwaved just like normal rice, as it maintains its structure when cooked.
Unusual Alternative
"We know our customers love an alternative to traditional carbs, particularly when they're made entirely of fresh vegetables or are a tad unusual," said Tom Moore, Waitrose's vegetable buyer.
"Celeriac rice adds a deliciously subtle nutty flavour to a dish and keeps its shape beautifully during cooking. We hope fans of the vegetable will love this new way of enjoying celeriac, which would be tricky and time-consuming to do at home."
© 2017 European Supermarket Magazine – your source for the latest retail news. Article by Sarah Harford. Click subscribe to sign up to ESM: The European Supermarket Magazine.
