Who is the target market for minute rice, anyway? Who is like "I want to make rice, if only the process weren't so complicated...
Who is the target market for minute rice, anyway? Who is like “I want to make rice, if only the process weren’t so complicated and time-consuming”?
Getting a lot of pushback focusing on microwaveability. Fair enough! My sense of instant rice comes from going to the supermarket with my mom as a kid, back before microwave adoption was universal enough for mass-market semiprepared foods to be microwave-formulated! (Popcorn used to come in tinfoil pie tins you’d heat directly on the stove and then the paper top would expand with hot air like a kernel itself.)