Packaged in 100% recyclable cardboard tubes with a wax-lined lid which becomes a measuring bowl, Rice Pantry ensures the perfect ratio of rice and water every time. The packaging is both better for the environment than the single-use plastic bags that rice usually comes in, and is easier to reseal and store. Rice Pantry includes a range of rice varieties from around the world, each with its own unique colour and bowl design inspired by traditional tableware from the region where it is grown and consumed, such as the hammered copper bowls of India. The brand’s marketing focuses on the functionality of the packaging with bright and eye-catching advertisements. Rice-filled adshels highlight the difficulties people find with measuring rice in a playful and attention-grabbing way.