Carolina Authentic Grains

Riviana partnered with WFM to bring new innovations to market under their Mahatma and Carolina brands. Authentic Grains brought Carolina’s rice expertise to the home cook, delivers the right rice for the right recipe, and makes preparing top quality classic dishes at home a snap, no culinary school required. Using a disciplined process, taking advantage of in-house collaborations, and building from Carolina’s recent brand refresh, this strategic direction brought these new offerings from concept validation to market in less than 18 months. The designs were flavor forward, featured prominent recipe photography, conveyed authenticity through origin cues, and utilized a gold accent that ladders back to their traditional long cooking rice packaging architecture. Ensuring relevance of the brand to consumers was key to the successful launch, while taking advantage of opportunities to meet the diverse needs of today’s millennial shopper.