Minute Ready to Serve! Rice: Just Sad

Minute Rice

Looking at this ad for Minute Rice Ready to Serve! white rice, you may think there’s a new rice app for the iPhone. But no, it’s white rice in a plastic container that you can microwave in a minute.

Not exactly revolutionary.

Here’s the headline: When Lunch Hour is a Lunch Minute.

The message here is that if you’re so busy that you only have a minute to eat lunch, you can eat a little container of white rice that will be ready in a minute. I don’t know who this ad is targeting (it ran in Fitness magazine), but if you’re life is so awful that you only have a minute for lunch, it might be time for a new job. Minute Rice isn’t going to help you because you’re probably going to die from a stress-related illness.

The ad copy claims that white rice is “healthy” and “nutritious.” If your idea of a healthy, nutritious lunch is a microwaved container of white rice, this might be a good time to rethink your diet. Rather than risk losing my vast AdMonkey fortune by making specific claims about the nutritional value of white rice, I’ll provide you with a link to the product’s nutritional information so you can decide for yourself.

Here’s some information on why brown rice is superior to white rice:

“…If brown rice is further milled to remove the bran and most of the germ layer, the result is a whiter rice, but also a rice that has lost many more nutrients. At this point, however, the rice is still unpolished, and it takes polishing to produce the white rice we are used to seeing. Polishing removes the aleurone layer of the grain-a layer filled with health-supportive, essential fats. Because these fats, once exposed to air by the refining process, are highly susceptible to oxidation, this layer is removed to extend the shelf life of the product. The resulting white rice is simply a refined starch that is largely bereft of its original nutrients.”

Source: The World’s Healthiest Foods

White rice is fine to eat every once in a while along with other food, but buying cooked rice mixed with oil and microwaving it to eat for lunch because you only have a minute to eat is just sad.

By Marc Librescu

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4 responses to “Minute Ready to Serve! Rice: Just Sad

  1. It’s targeting working women, who are also full time moms. It also ran in Fitness magazine. It grabbed my attention and without a doubt, one of the better ads I have seen.

  2. *Parenting magazine.

  3. When you say that it was “one of the better ads” you’ve seen, I presume you mean that you went to the store, bought the product, and are now buying it regularly. And you think that white rice is a healthy meal.