It's Rice.

Something just isn't right about this.

I mean, It's rice. How can you improve the taste & texture of white rice? Seriously. It's a tasteless starch. Used for color and/or carbohydrates in various dishes. Kraft must think the consumer as a whole is retarded. I believe rice has been around for a few thousand years, no? Let's consult the all-knowing wikipedia:

"...rice has been cultivated for 3500 years. Between 1500 and 800 BC, O. glaberrima propagated from its original centre, the Niger River delta, and extended to Senegal. However, it never developed far from its original region. Its cultivation even declined in favour of the Asian species, possibly brought to the African continent by Arabs coming from the east coast between the 7th and 11th centuries CE..."


Got it. As an ever-curious student of advertising and package design, this just bothers me. I just want to know which executive, or project coordinator, or graphic designer thought it would be a brilliant idea to put that NEW & IMPROVED! stamp on there. I just hope no one (myself included) bought a box of WHITE RICE because of that snazzzy lil new & improved claim on the top there. After all, it's rice.

It's rice.