Vietnam-based Duy Anh is expanding its product innovation by incorporating beans into its new Cereal Rice Vermicelli range under the Mr Rice brand. Known for integrating fruits into rice-based products, the company aims to make vermicelli—a staple food in Vietnam—a healthier option by adding ingredients like black beans, green beans, red beans, soybeans, black sesame, and red rice. These beans are recognized for their high protein, fiber content, and nutritional benefits.
Duy Anh believes that combining familiar staple food formats with healthier ingredients aligns with current consumer preferences, especially in a down economy where there's a focus on basic, affordable foods. The Cereal Rice Vermicelli has already been launched in multiple international markets, including the United States, Canada, Hong Kong, Australia, and New Zealand, with plans to expand further in 2024.
The company has also found success with its watermelon vermicelli and dragonfruit rice paper, which have gained popularity in markets like South Korea and Japan, largely due to their visual appeal and natural colors, offering a fresh alternative to traditional ingredient
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