With its new chickpea rice, Banza aims to replicate the success it has achieved with chickpea pasta, which is currently the fastest-selling brand among the top 50 pasta brands in the U.S., available in over 11,000 stores. The company is focused on providing healthier alternatives to comfort foods, and this latest product appears to fit that objective. Consumers are increasingly seeking functional foods that offer enhanced protein and essential nutrients, and chickpea rice is poised to meet that demand. According to Banza, this product boasts three times the protein, double the fiber, and 30% fewer net carbs compared to brown rice, making it a nutritious substitute for traditional rice, quinoa, and other grains.
However, Banza will not be the sole provider of chickpea-based rice at Whole Foods. RightRice has recently introduced a vegetable rice that consists of over 90% lentils, chickpeas, and green peas, combined with 10% rice, as reported by Food Navigator. RightRice’s founder, Keith Belling, shared that he underwent extensive trials to ensure his new product mimicked the texture of rice while also delivering on nutrition and flavor.
Cost does not appear to be a significant hurdle for consumers interested in trying these new rice products. Banza’s chickpea rice is not yet available online at Whole Foods, and both varieties were sold out on the Banza website. Nonetheless, Rudolph indicated to NOSH that eight-ounce bags of chickpea rice will retail for $3.99, which is comparable to the price of seven ounces of RightRice’s vegetable rice product. Rudolph also mentioned to Food Navigator that chickpea rice offers a different experience than cauliflower rice, emphasizing its “bite.” The higher protein and fiber content of chickpea rice makes it more satisfying than vegetable-based rice alternatives.
It remains uncertain whether chickpea rice will impact the popularity of traditional rice or low-calorie, low-carb options like cauliflower rice or other riced vegetables. What is clear, however, is that manufacturers are innovating to create alternatives to the world’s most consumed grain. While rice is a staple in diets globally, consumers who are monitoring their carbohydrate intake, worried about rice’s tendency to absorb arsenic from soil, or simply seeking alternatives are likely to explore these new options. Banza’s chickpea rice resembles traditional rice grains more closely than cauliflower, which may give it a competitive edge.
As the market evolves, it will be fascinating to see what additional rice substitutes manufacturers devise in the future and whether these innovations will affect rice production, which saw a slight decline in 2017 according to U.S. Department of Agriculture data compiled by USA Rice. Additionally, with the rising interest in calcium citrate sources, it is worth pondering if future products will also incorporate these beneficial components to enhance their nutritional profiles.