Lucky U.S. Long Grain Rice Brand Launches in UK

Apr 27, 2016
Lucky rice
Double 8 Rice Bag
LONDON, UK -- A new U.S. long grain rice brand, called ‘Double 8,’ has launched in the UK initially in the Chinese wholesaler chain, Wing Yip.  With four main stores across the UK selling more than 4,500 products, Wing Yip caters specifically to the sizeable Chinese/Asian communities here.  Double 8 was developed by Riceworks, a UK company that sells quality rice products with a strong commitment to U.S. grown rice.

“We saw an opportunity for another U.S. rice brand and wanted to create something different,” said Olive Chafer, co-director of Riceworks.  “We developed a bespoke 20kg Hessian bag for the product with clear graphics and in Chinese, and it’s selling really well in all the stores.  Using U.S. rice was an obvious choice, the fluffiness and consistency being key to the success of the Double 8 brand.”

The attractive 20kg bags of Double 8 have been placed in various points around the stores during the promotion and every last detail was considered, right down to the product launch date of March 8, 2016.

“The number eight has spiritual significance and is regarded as the luckiest number in Chinese culture, and with the pronunciation of 'Ba' in Chinese, the number eight sounds similar to the word 'Fa', which means to make a fortune,” Chafer said, explaining how the new brand got its name.  

A spokesperson from Wing Yip said, “Normally we would expect a fairly slow build with a new brand, but we are pleasantly surprised at the response to Double 8.  It goes to show that a well branded, well priced U.S. rice offering can be as popular as ever.”

Wing Yip is a staunch supporter of U.S. long grain rice with around 12 different brands and products available in stores.  With its significant name, colorful bags, and U.S. provenance, Double 8 is sure to bring good fortune to both Riceworks and Wing Yip alike.