Rice-ing to the challenge


Looking for a healthier snack to stave off the munchies? RiceUp Chips may just be the answer.

Visitors at the Star WOW Fiesta 2019 in Petaling Jaya had the chance to sample the snack, which was one of the items in their goodie bags.

Melissa Ho, who is the business development manager of Absolute GOC Sdn Bhd, the company that distributes RiceUp, hoped the sponsorship would help spread brand awareness of the products that were launched early this year.

“We want to educate Malaysian consumers that healthy, organic snacks need not be expensive nor lack in taste.

“We hope the range of products can ease them into choosing healthier options,” she said, adding that RiceUp products were “popped” with olive oil, gluten-free, non-fried, halal and organic-certified. They are also suitable for vegans and do not contain genetically modified organism (GMO), preservatives, monosodium glutamate (MSG), artificial colour and flavour.

“We believe eating healthy starts from young. We hope the introduction of RiceUp products will encourage people, especially the younger generation, to eat organic and natural food,” said Ho.

RiceUp Brown Rice Chips are available in nine flavours – Barbeque; Sour Cream and Onion; Hot Chilli Pepper; Ketchup; Cheese; Sea Salt and Black Pepper; Paprika; Wasabi; and Pesto.

“RiceUp is the first to offer pesto flavour in Malaysia and Singapore. It is also the first and number one popped brown rice chips in Malaysia,” she said.

According to Ho, RiceUp products were certified by the International Featured Standards (IFS). The brand also offers rice rolls and cakes.

“RiceUp’s products are imported from Europe and they are one of the more affordable, natural and organic snacks in the market.

“RiceUp won two prestigious awards in 2017 at SIAL, one of the biggest food and beverage exhibitions in the world, for innovation,” she said.

The products are available at all outlets of BMS Organics, Caring Pharmacy, Alpro Pharmacy, Natural Health Farm (NHF), and will soon be available at Justlife, KPJ Healthshoppe, Ben’s Independent Grocer, Village Grocer, other pharmacies and  Shell Petrol Marts nationwide.

Distributing company Absolute GOC also planned to bring in food-related, home care or plant-based products, added Ho.

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