The European market for milk-based rice products has risen significantly in recent years, according to dairy giant Arla. In just one year, overall sales of rice desserts to the Danish retail sector increased by 20 per cent.

The figure for sales to the convenience sector is even higher. Sales of Arla Foods' rice dessert under the MiniMeal brand to the Danish retail market have risen from 3 per cent to 30 per cent since May 2002, when the range was relaunched in new packaging with improved content.

"The increase is due to the fact that several campaigns and price offers have put increased focus on rice products," said Arla Foods product manager Ole Hagen. "We are, of course, interested to see how long this can continue."

Over the coming months, Arla Foods in conjunction with Coop Norden will run a Nordic campaign for MiniMeal vanilla rice in Coop shops in Sweden, Finland and Denmark.

A joint Nordic campaign for the MiniMeal range is currently rolling out in Swedish and Finnish Coop shops. The campaign will arrive in Denmark in November.