Success® Rice gets creative, consumer-friendly solution
Unique, useful premium keeps sales hot and fingers cool

Objective
Success® Rice, the second leading boil-in-bag rice brand in the United States, wanted to increase grocery store sales and reward customers for their brand loyalty.

Challenge
With research in hand showing that their predominantly female customers disliked handling steaming hot bags of cooked rice, the Success Rice marketing team sat down with Milmour to design a bag-opening tool that both promoted the brand and made the product easier to use.

Solution
With valuable insight from the Success Rice brand team, Milmour developed a unique “tuning fork” tool with a recessed cutting blade between its two prongs. This new tool allows cooks to pick up the hot bag comfortably and slice it open easily.

The premium features the brand logo, and was manufactured in a custom yellow color that matched product packaging, so it would be a constant in-kitchen reminder of Success Rice. The unique and useful tool is offered free on the Success Rice Web site and via the brand’s toll-free customer service line.