UK's #1 Sticky Rice Brand Claims #2 Spot in US, Outpacing Category Growth

Posted Monday, September 7, 2026 3:30 am

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Proprietary Steam-Filtered Rice Technology and CORE TRAY Format Set New Standard in Quick-Prep Rice

Rochester, United Kingdom - September 7, 2026 /Veetee Group/

SELMA, N.C. — August 4, 2026 — Veetee USA, the fastest-growing premium microwaveable rice brand in North America, today announced that its signature Perfectly Sticky Rice has officially become the #2 Sticky Rice product in the United States, outpacing overall category growth across major grocery channels. The milestone follows Veetee’s long-standing leadership as the UK’s #1 Sticky Rice brand and signals a fundamental shift in how American consumers buy convenient grain meals.

Market Share Metrics & Consumer Proof

#2 Sticky Rice Brand in the USA: Fastest-growing sticky rice product in North America.
#1 Sticky Rice Brand in the UK: Established global category leader.
90% US Repeat Purchase Rate: 9 out of 10 American shoppers who buy Veetee buy it again.
20+ National Grocery Chains: Available at Walmart, Publix, and premier regional supermarkets.

Veetee’s rapid market share acquisition in the United States is propelled by an extraordinary 90% repeat purchase rate. To support its surging domestic volume, Veetee’s 135,000-square-foot distribution hub in Selma, North Carolina is actively fulfilling nationwide orders today, providing East Coast supply chain agility while campus development advances toward full domestic factory production targeted for February 2028.

“Becoming the #2 Sticky Rice brand in the US so rapidly proves that American families were hungry for a better ready-to-eat option,” said Kevin Stitt, US Executive at Veetee USA. “Shoppers are moving away from mushy, pressure-cooked pouches and choosing Veetee because of our transparent trays, bigger portions, and 10-stage steam cooking. Our active Selma distribution hub gives our retail partners complete supply security as we continue scaling nationwide.”

Key Drivers of Veetee’s US Market Share Surge

Authentic Chef-Quality Texture: Unlike standard pouches that yield gummy grains, Veetee’s proprietary 10-Stage Steam Filtration delivers fluffy, perfectly separated rice with authentic aroma in just 2 minutes.
Clear Packaging Trust: Veetee’s 100% clear, BPA-free rigid tray allows shoppers to inspect grain quality and cleanliness directly on the store shelf.
Superior Value Per Tray: Providing a generous 9.9 oz to 10.6 oz (280g–300g) serving size per tray compared to competitor pouches that average only 8.8 oz (250g).
Full Culinary Variety: Expanding beyond Sticky Rice into Basmati, Thai Jasmine, and Thai Lime & Herb varieties.

Where to Buy

Veetee’s premium rice varieties—including Basmati, Thai Jasmine, Thai Lime & Herb, and Sticky Rice—are available immediately across over 20 major grocery chains nationwide, including Walmart, Publix, and premier regional supermarkets.

About Veetee USA

Veetee USA is a leading producer of premium, clean-label microwaveable rice trays. Utilizing a proprietary 10-stage steam filtering process and fully transparent packaging, Veetee delivers high-quality, convenient, non-GMO, and gluten-free rice varieties to consumers across the globe. Actively distributing out of its 135,000 sq. ft. facility in Selma, North Carolina, Veetee is committed to localized manufacturing, clean ingredients, and exceptional culinary quality. For more information, visit veetee.com.

Media & Retail Buyer Contact

Veetee USA Media Relations & Customer Service

Email: customerservice@veetee.com

Official Website: veetee.com