Minute Rice

What Minute Rice does

Minute Rice is a Canadian consumer packaged goods brand specializing in instant and ready-to-serve rice products. Launched in 1949 and operated by Riviana Foods Canada Corporation (a subsidiary of the Spanish multinational food conglomerate Ebro Foods S.A.), the brand has been a household staple in Canadian homes for approximately 75 years. The company is legally domiciled in Ontario, Canada, with its registered office in Etobicoke and a mailing address in Winnipeg.

The core product technology is precooked and dried instant rice: rice is fully cooked then dried so it rehydrates in approximately 5 minutes, compared to traditional cooking methods. The product portfolio comprises two categories: (1) instant/quick-cook rice including white, brown, jasmine, and basmati varieties sold in bagged form; and (2) microwaveable ready-to-serve single-serve cups in approximately 12 flavor variants including plain rice, Mexican, cilantro and lime, hot honey chicken, butter and sea salt, basmati, jasmine, fried rice, and vegetable medley. Ingredients are 100% natural rice with no artificial preservatives or flavors, and products carry Non-GMO Project Verified and Kosher certifications.

The business model is product-led growth through Canadian retail grocery distribution, with no direct-to-consumer e-commerce channel. Products reach consumers through all major national Canadian retailers including Walmart Canada, Loblaws, Sobeys, Metro, and Costco, plus regional chains. Revenue is generated through one-time packaged goods sales at varying price points by format. Marketing is content-driven, leveraging recipe content, cooking tips, and social media presence on Facebook, Instagram, and YouTube to drive brand engagement and product consideration among time-conscious Canadian households seeking convenient meal solutions.

Name

Minute Rice

Legal name

Riviana Foods Canada Corporation

Website

https://minuterice.ca

Company type

Private

Founded year

1949

Operating status

Operating

Short description

Minute Rice is a Canadian instant rice brand launched in 1949, operated by Riviana Foods Canada Corporation (subsidiary of Ebro Foods S.A.), selling precooked-and-dried rice products and ready-to-serve microwave cups through major national grocery retailers serving time-conscious Canadian households.

Ownership category

akta.pro rank

Product category

Packaged Instant Rice

NAICS

Rice Milling (311212)

SIC

Grain Mill Products (2040), Miscellaneous Food Preparations & Kindred Products (2090)

akta.pro primary industry

Rice & Grain Processing (milling, polishing, parboiling, blending) (AFAKABAE)

akta.pro secondary industry

Shelf-stable ready meals & retort pouches manufacturing (AFAKAHAC)

Keywords

• Instant rice products
• Quick cook rice
• Ready-to-serve rice
• Microwaveable rice cups
• Packaged rice foods

Headquarters

HQ city

Winnipeg

HQ country

Canada

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D

Revenue model

1. Retail Food Sales: Minute Rice generates revenue through the sale of packaged instant rice products through major Canadian retail grocery chains and warehouse clubs. Products are sold as ready-to-cook packaged goods at various price points depending on product type (instant white, brown, jasmine, basmati) and format (bulk packages vs. ready-to-serve cups).

Go-to-market motion1 record

Distribution channels6 records

Marketing channels6 records

Core offering

Minute Rice manufactures and sells pre-cooked and dried instant rice products (including instant white, brown, jasmine, and basmati rice) that rehydrate and are ready to serve in approximately 5 minutes, as well as a line of ready-to-serve microwaveable single-serve rice cups in multiple flavors. Products are distributed as packaged consumer food goods across major Canadian grocery retailers.

Product overview

Minute Rice® is a food products brand offering instant rice products launched in 1949. The product portfolio consists of two main categories: (1) Quick Cook/Instant Rice products including Quick Cook Jasmine, Quick Cook Wholegrain Brown, Quick Cook Long Grain White, and Quick Cook Basmati - pre-cooked and dried rice that cooks in 5-10 minutes; and (2) Ready-to-Serve Cups - microwaveable single-serve cups in various flavors including Mexican Rice, Cilantro & Lime, Hot Honey Chicken, Butter & Sea Salt, Basmati, Chicken & Herb, Jasmine, White, Long Grain & Wild Rice Fine Herbs, Fried Rice, and Vegetable Medley. The products are produced by Riviana Foods Canada Corporation and are distributed across Canadian retail stores.

Differentiator

Problem solved

Functional benefit

Products and services

• Minute Rice® Quick Cook Jasmine Instant jasmine rice that cooks in just 5 minutes; aromatic Thai-style rice suitable for curries, stir-fries, and Southeast Asian dishes, targeted at consumers seeking quick meal solutions.
• Minute Rice® Quick Cook Wholegrain Brown Premium instant whole grain brown rice, pre-cooked and dried for quick preparation, for consumers seeking a whole grain option that cooks in approximately 5 minutes.
• Minute Rice® Quick Cook Long Grain White Instant white rice that cooks quickly for convenient meal preparation, targeted at consumers seeking a quick side dish.
• Minute Rice® Quick Cook Basmati Instant basmati rice for quick preparation of Indian and Middle Eastern dishes, targeted at consumers wanting fast basmati rice.
• Minute Rice® Mexican Rice Cups Microwaveable ready-to-serve single-serve cup with Mexican seasoned rice, for consumers seeking a quick on-the-go meal.
• Minute Rice® Cilantro & Lime Cups Microwaveable ready-to-serve single-serve cup with cilantro and lime seasoned rice, for consumers wanting a quick flavored rice meal.
• Minute Rice® Hot Honey Chicken Cups Microwaveable ready-to-serve single-serve cup with hot honey chicken flavored rice, for consumers seeking a quick flavored single-serve meal.
• Minute Rice® Butter & Sea Salt Cups Microwaveable ready-to-serve single-serve cup with butter and sea salt seasoned rice, for consumers wanting a quick flavored rice meal.
• Minute Rice® Basmati Cups Microwaveable ready-to-serve single-serve cup with basmati rice, for consumers seeking a quick flavored single-serve meal.
• Minute Rice® Chicken & Herb Cups Microwaveable ready-to-serve single-serve cup with chicken and herb seasoned rice, for consumers seeking a quick flavored single-serve meal.
• Minute Rice® Jasmine Cups Microwaveable ready-to-serve single-serve cup with jasmine rice, for consumers seeking a quick flavored single-serve meal.
• Minute Rice® White Cups Microwaveable ready-to-serve single-serve cup with plain white rice, for consumers seeking a quick single-serve rice meal.
• Minute Rice® Long Grain & Wild Rice - Fine Herbs Cups Microwaveable ready-to-serve single-serve cup with long grain and wild rice with fine herbs, for consumers seeking a quick flavored single-serve meal.
• Minute Rice® Fried Rice Cups Microwaveable ready-to-serve single-serve cup with fried rice seasoned rice, for consumers seeking a quick flavored single-serve meal.
• Minute Rice® Vegetable Medley Cups Microwaveable ready-to-serve single-serve cup with vegetable medley rice, for consumers seeking a quick flavored single-serve meal.

Quantifiable outcome

• Rice can be prepared in 5 minutes compared to traditional cooking methods

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Seven partnerships are on record, tiered major and core.

• Walmart CanadamajorChannel Partner/ Reseller/ DistributorWalmart Canada serves as a major retail distribution channel for Minute Rice products, offering consumers access to the brand through Walmart's nationwide store network and online platform.
• Loblaws CompaniesmajorChannel Partner/ Reseller/ DistributorLoblaws operates multiple grocery banners including Real Canadian Super Store, Provigo, and other regional chains across Canada, serving as a key retail partner for Minute Rice distribution.
• SobeysmajorChannel Partner/ Reseller/ DistributorSobeys operates grocery retail chains across Canada including Safeway, IGA, and other regional banners, providing broad distribution for Minute Rice products in Atlantic Canada and nationally.
• Metro Inc.majorChannel Partner/ Reseller/ DistributorMetro Inc. operates grocery stores in Ontario and Quebec, serving as a key retail partner for Minute Rice distribution in these major Canadian markets.
• Costco CanadamajorChannel Partner/ Reseller/ DistributorCostco Canada offers Minute Rice products in bulk formats (such as 3kg packages), providing consumers with value-oriented purchasing options through warehouse club locations.
• Non-GMO ProjectcoreStrategic or Co-development PartnerMinute Rice products carry Non-GMO Project Verified certification, indicating compliance with the Non-GMO Project's rigorous standard for non-genetically modified ingredients.
• Ebro Foods S.A.coreOthersEbro Foods S.A. is the parent company of Riviana Foods Canada Corporation, which operates the Minute Rice brand. Riviana shares personal data with Ebro Foods S.A. and its global subsidiaries as part of corporate operations.

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Zatarain's: McCormick-owned brand of New Orleans-style rice mixes and quick-cook flavored rice dinners. Competes directly with Minute Rice's flavored cup and quick-cook offerings in the convenience side-dish category.
• Success Rice: Boil-in-bag and quick-cook rice brand owned by Riviana Foods (Ebro Foods) — sister brand under the same parent. Directly competes in the same instant rice category with overlapping product formats.
• Tilda: Premium basmati and ready-cook rice brand offering microwaveable rice pouches and cups. Comparable in flavored ready-to-serve formats and premium positioning, particularly relevant in the basmati/Indian cuisine segment.
• Ben's Original (formerly Uncle Ben's): Mars-owned flagship instant rice brand offering ready-to-heat rice pouches and cups. Closest direct competitor in the quick-cook and ready-to-serve rice category, competing for the same convenience-driven consumer occasions.
• Seeds of Change: Mars-owned organic rice and grain products including microwaveable ready rice pouches. Competes in the organic/clean-label segment that Minute Rice also addresses with Non-GMO Project Verified positioning.
• Mahatma Rice: Another Riviana/Ebro Foods sister brand focused on traditional long-grain, jasmine, and basmati rice. While more conventional than instant, it competes for the same rice-eating household occasions.
• InnovAsian Cuisine: Frozen and shelf-stable Asian-style rice and noodle meals in microwaveable formats. Direct competitor in the ready-to-serve flavored rice meal category, particularly Chinese and fried rice flavor profiles.
• Rice-A-Roni: Quaker Oats (PepsiCo) brand of flavored quick-cook rice and pasta mixes. Competes in the same quick-cook flavored rice dinner segment with overlapping Mexican, chicken, and herb flavor profiles.

Emerging players

• President's Choice (Loblaw Companies): Loblaw's flagship private-label brand offering PC-branded instant rice and rice side dishes at lower price points. Primary private-label threat on Loblaw shelves, directly competing for Minute Rice's Canadian retail share.
• Great Value (Walmart): Walmart Canada's private label covering instant rice and rice sides at aggressive price points. Direct private-label competitor on Walmart Canada's shelves, pressuring Minute Rice's price-positioned volume.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCe3ccQXGbv8G_TvQyQL3_Hw
• Facebookfacebook.com/minutericecanada
• Instagraminstagram.com/minutericecanada

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 Minute Rice