Rice-A-Roni

Microwavable rice has been around since 1996. A quarter of a century later, Roni released their Heat & Eat line; setting a new standard for “instant” anything.

A (marketing) comeback was in order. To re-launch a beloved brand into the zeitgeist, we knew we had to go where no film crew has gone before: the inside of a microwave.

Don’t expect something flavorful to come out of a microwave? Then follow us into the “microrave,” the kitchen’s hottest venue and with Heat & Eat on the turntable, ft. Grain-Changing Flavors.