SunRice launches protein-enriched rice for quick, familiar meals

SunRice launched Protein+ in the United States on July 14, putting collagen into ready-to-heat rice and promising at least 10 grams of protein per serving. The line comes in jasmine rice and brown jasmine rice, sold in 8.8-ounce pouches or two-pack 4.4-ounce cups, and it can be ready in as little as 40 seconds.

Protein+ is aimed at ordinary plates, including stir-fries, burrito bowls, teriyaki chicken and broccoli, tuna and salad, and curries. It comes in a clean-label package: gluten-free, no artificial colors or flavors, and BPA-free containers. The product is designed to keep the taste and texture shoppers expect from rice.

A survey of 2,000 U.S. adults found that 78% regularly question whether they are getting enough protein, more than one-third would rather upgrade foods they already love than replace them, and 65% found protein-enhanced staple foods appealing when taste and texture were not compromised. SunRice chose rice, a familiar pantry staple, instead of a more obvious protein vehicle like a bar or shake.

Collagen is animal-derived and generally described as an incomplete protein because it lacks the full essential amino-acid profile found in foods such as dairy, eggs and meat. The product still fits FDA nutrition-labeling rules for packaged foods, and the ingredient choice narrows the audience. Protein+ is aimed at omnivorous shoppers who already use rice as a meal base, not at vegans or strict vegetarians looking for a plant-based staple.

SunRice is rolling Protein+ out first in the western United States, with broader North American expansion planned, and the product uses a patent-pending process. SunRice's FY25 materials put the company in 10 countries and in close to 50 global markets, and put revenue at A$1.85 billion and net profit after tax at A$70.7 million.