Waitrose taps into alternative carb trend with celeriac rice launch

Waitrose taps into alternative carb trend with celeriac rice launch

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The high-end grocer is taking the trend for carbohydrate alternatives to the next level with the introduction of what it claims is the UK’s first-ever celeriac rice.

Raw celeriac is chopped into tiny rice-sized pieces for use in home cooking and taps into the growing trend for scratch cooking in Britain.

Waitrose says it’s ideal for a risotto dish, can be microwaved and used as a flexible ingredient in many rice recipes.

The versatile vegetable also holds its own shape and structure just like a grain of rice.

Available from today (August 30), the Waitrose celeriac rice costs £1.75 for 300g.

‘We know our customers love an alternative to traditional carbs, particularly when they’re made entirely of fresh vegetables or are a tad unusual,” says Tom Moore, Waitrose vegetable buyer.

“Celeriac rice adds a deliciously subtle nutty flavour to a dish and keeps its shape beautifully during cooking. We hope fans of the vegetable will love this new way of enjoying celeriac, which would be tricky and time-consuming to do at home.”



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