Legit expanded its 'Cream of Rice' line in Australia with 'Creamy Rice,' a locally made cereal built around white jasmine rice and sweetened with thaumatin. Chocolate and Vanilla start the line, keeping the format close to a warm, simply flavored meal without artificial sweeteners.
Each 50g serving contains 47g of jasmine rice, leaving the nutrition centered on 39g of carbohydrates, with only trace sugar and less than a gram of fat. Both flavors are gluten-free and vegan-friendly. Legit sells the cereal in large pouches for $39.95, or about 20 servings per bag.
At $39.95, Legit shows how a one-kilogram pouch can position Cream of Rice closer to an everyday pantry staple for repeat use than a small specialty purchase, while thaumatin sweetening and a mostly jasmine-rice recipe move the category toward simpler labels in Australia.
Image Credit: Stack3d
Why This Trend Is Growing
- Thaumatin-sweetened Staples
- Natural high-intensity sweeteners such as thaumatin are reshaping pantry foods by reducing sugar and artificial additive reliance in everyday meal formats.
- Minimalist Warm Cereals
- Simple ingredient lists and familiar flavors are creating room for warm cereals that feel functional, affordable, and easy to integrate into daily routines.
- Bulk Pantry Positioning
- Large-format pouches are shifting specialty health products toward repeat-use staples that compete on convenience, value, and household replenishment behavior.
Industries Being Reshaped
- Breakfast Foods
- Cereal makers are finding whitespace in warm, gluten-free, plant-based formats that bridge comfort eating with cleaner nutritional profiles.
- Natural Sweeteners
- Thaumatin and similar ingredients are enabling low-sugar product development without relying on synthetic sweetener cues that can deter label-conscious shoppers.
- Health Grocery
- Retailers can benefit from shelf-stable, bulk-pack wellness products that merge specialty dietary claims with mainstream pantry utility.
