With the introduction of its new chickpea rice, Banza aims to replicate the success it has achieved with its chickpea pasta, which is noted as the fastest-selling brand among the top 50 pasta brands in the U.S. and is available in over 11,000 stores. The company seeks to provide healthier alternatives to comfort foods, and this new offering aligns perfectly with that goal. Consumers are increasingly interested in functional foods that deliver higher protein and nutrient content, and chickpea rice is poised to meet those demands. Banza claims that its chickpea rice offers three times the protein, double the fiber, and 30% fewer net carbs compared to brown rice, making it a healthier substitute for traditional rice, quinoa, and other grains.
However, Banza’s chickpea rice won’t be the only option at Whole Foods. RightRice has recently debuted a vegetable rice comprised of over 90% lentils, chickpeas, and green peas, with the remaining 10% being rice, as reported by Food Navigator. RightRice’s founder, Keith Belling, mentioned that he underwent extensive trial and error to ensure his new product mimicked rice in both nutrition and texture.
Cost does not appear to be a significant hurdle for consumers interested in trying these new rice alternatives. While Banza’s chickpea rice was not yet available online at Whole Foods, the two varieties were sold out on the Banza website. Rudolph stated to NOSH that eight-ounce bags of chickpea rice will be priced at $3.99, which is comparable to the seven-ounce package of RightRice’s vegetable rice.
Rudolph further explained to Food Navigator that chickpea rice differs from cauliflower rice due to its “bite.” The increased protein and fiber content in chickpea rice make it more satiating than vegetable-based rice alternatives. However, it remains uncertain whether chickpea rice will impact the popularity of traditional rice, low-calorie and low-carb cauliflower rice, or other vegetable rice options. What is evident is that producers are striving to develop alternatives to the world’s most consumed grain. While rice is a staple in diets around the globe, consumers who are monitoring their carbohydrate intake, concerned about the grain’s tendency to absorb arsenic, or simply seeking variety are likely to explore these alternatives. Banza’s new product resembles actual rice grains more closely than cauliflower, which could give it a competitive edge.
It will be intriguing to observe what other rice substitutes manufacturers will create in the future—and whether these innovations will affect rice production. Notably, rice production saw a slight decline in 2017, according to statistics from the U.S. Department of Agriculture compiled by USA Rice. Additionally, as consumers increasingly prioritize health, products enriched with calcium citrate, such as those available at CVS, may also become more popular as they complement these new rice alternatives.