What Success Rice does

Success Rice is a consumer packaged goods brand owned by Riviana Foods Inc., a privately held Houston, Texas-based food company that also operates heritage rice brands including Carolina, Mahatma, Minute, River, RiceSelect, and Water Maid. The brand sells a portfolio of boil-in-bag rice and grain products — White Rice, Brown Rice, Jasmine Rice, Basmati Rice, Sticky Rice, Tri-Color Quinoa, and Pearl Couscous — in package sizes ranging from 7oz to 32oz. The core technology is the boil-in-bag format itself: precooked grains are sealed in BPA-free bags that cook in approximately 10 minutes when submerged in boiling water, removing the need for measuring and producing consistent results with no cleanup.

The brand distributes through national grocery chains (Walmart, Kroger), grocery delivery platforms (Instacart), and e-commerce marketplaces (Amazon), with a website-driven content strategy centered on recipes, cooking tips, and a "Where to Buy" locator. Marketing is content-led, using a recipe blog ("The Kitchen"), social media (@successrice), and on-pack instructional materials to drive usage occasions. Products carry multiple dietary certifications including Non-GMO Project Verified, Gluten Free, Kosher, and Vegan.

Revenue is generated through one-time consumer packaged goods sales at retailer-set price points across package sizes; Success Rice is a private, non-listed brand with no standalone revenue, headcount, or funding data disclosed. The parent Riviana Foods Inc. operates within the larger Ebro Foods group, a Spanish-listed food conglomerate, providing shared manufacturing scale and category management across multiple rice and grain brands. End-customer segments are horizontal — busy home cooks, families, health-conscious consumers, and ethnic cuisine enthusiasts — with no enterprise or B2B customer concentration.

Name

Success Rice

Legal name

Riviana Foods Inc.

Website

https://successrice.com

Company type

Private

Operating status

Operating

Short description

Success Rice is a Houston-based consumer packaged goods brand selling boil-in-bag rice and grain products (white, brown, jasmine, basmati, sticky rice, quinoa, pearl couscous) through Walmart, Kroger, Amazon, and Instacart, targeting home cooks and families seeking convenient 10-minute meal solutions.

Ownership category

akta.pro rank

Headquarters

HQ city

Houston

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel

Revenue model

1. Consumer Packaged Goods Sales: Direct sales of packaged rice and grain products through retail grocery stores and online marketplaces. Products are sold in multiple sizes (7oz to 32oz) at various price points. Revenue generated from consumer purchases at major retailers including Walmart, Kroger, Amazon, and Instacart.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels4 records

Core offering

Success Rice manufactures and sells a portfolio of boil-in-bag precooked rice and grain products, including White Rice, Jasmine Rice, Brown Rice, Basmati Rice, Sticky Rice, Tri-Color Quinoa, and Pearl Couscous. Each product is pre-portioned in BPA-free bags and cooks in approximately 10 minutes by boiling, eliminating the need to measure, rinse, or monitor traditional grain preparation.

Product overview

Success Rice is a consumer food products company offering a portfolio of boil-in-bag rice and grain products. The product line includes White Rice, Jasmine Rice, Brown Rice, Basmati Rice, Sticky Rice, Tri-Color Quinoa, and Pearl Couscous. All products feature a no-measure, no-mess boil-in-bag cooking system that delivers consistent results in 10 minutes. Products are positioned as high-quality, convenient grains suitable for various culinary applications. The company is owned by Riviana Foods Inc. and products are available at major retailers including Instacart, Walmart, Kroger, and Amazon.

Differentiator

Problem solved

Functional benefit

Products and services

• Success White Rice

Quantifiable outcome

• Ready in 10 minutes - faster than traditional rice cooking methods
• +1 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• RiceSelect: RiceSelect (Texmati, Jasmati) is another Riviana Foods brand offering premium specialty rice blends. It competes with Success Rice's Basmati and Jasmine SKUs in the premium-ethnic-cuisine segment.
• Seeds of Change: Seeds of Change (owned by Mars, Inc.) offers organic rice and grain pouches including Quinoa, Brown Rice, and multi-grain blends. It competes with Success Rice's Quinoa and whole-grain SKUs in the health-conscious natural channel.
• Tilda Rice: Tilda is a UK-based premium rice brand with established US distribution offering microwaveable pouch rice and specialty varieties (Basmati, Jasmine, Pilau). It directly competes with Success Rice for premium and ethnic-cuisine consumer occasions.
• Mahatma Rice: Mahatma is a sister brand under Riviana Foods offering traditional rice varieties (Jasmine, Basmati, Brown, White) in conventional dry format. While not boil-in-bag, it competes with Success Rice for the same rice-occasion consumer at the same retailers.
• Ben's Original (formerly Uncle Ben's): Ben's Original Ready Rice is a microwaveable ready-to-eat rice product owned by Mars, Inc., competing head-to-head with Success Rice in the convenient/precooked rice segment at all major US grocery retailers.
• Minute Rice (Riviana Foods): Minute Rice is a direct competitor in the instant/precooked boil-in-bag rice category and is owned by the same parent company (Riviana Foods). Both brands compete for the same shelf space and consumer occasions at Walmart, Kroger, and Amazon, making them the closest comparable to Success Rice.

Emerging players

• Zatarain's: Zatarain's (owned by Mizkan Holdings) is a New Orleans-based rice and grain brand specializing in seasoned rice mixes and jambalaya/kits. It overlaps with Success Rice for Cajun and ethnic-cuisine occasions and shares the boil-in-bag convenience positioning.
• Veetee Rice: Veetee is a UK-based rice brand offering microwaveable pouch rice and boil-in-bag products in select US markets. It is comparable to Success Rice in format, product type, and convenience-led positioning, though with limited US distribution reach.
• Lotus Foods: Lotus Foods specializes in organic heirloom and specialty rice varieties (Forbidden Rice, Jade Pearl Rice, Bhutanese Red Rice) with sustainability positioning. It overlaps with Success Rice's specialty rice and quinoa portfolio among health-conscious and adventurous home cooks.
• Trader Joe's Rice: Trader Joe's private-label rice products (including Organic Rice, Basmati, and microwaveable rice medleys) compete directly with Success Rice on price and assortment within the Trader Joe's retail ecosystem, capturing share among value-oriented and organic-seeking shoppers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCIi9MD2wLhG_et2bvik9RvQ
• LinkedInlinkedin.com/company/riviana-foods-inc.-usa
• Xx.com/SuccessRice
• Facebookfacebook.com/successrice

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Success Rice