Lassie Kant-en-klaar Toverrijst

Lassie is a quintessential Dutch brand specializing in rice products, founded in the mid-20th century in Wormerveer. The brand became famous for its 'Toverrijst' (Magic Rice), which revolutionized the Dutch market by offering a pre-treated rice that was ready much faster than traditional varieties. The product shown is a ready-to-eat (kant-en-klaar) version, designed for microwave convenience.

While the brand originated as a local Dutch venture, it has undergone several ownership changes to sustain its growth. Today, Lassie is a subsidiary of Ebro Foods, a global leader in the rice sector. Manufacturing primarily takes place in the Netherlands to serve the Benelux market, though Ebro Foods leverages its extensive Spanish and European facilities for various supply chain components. The ultimate ownership resides in Spain, where Ebro Foods S.A. is headquartered, managing a vast portfolio of international grain and pasta brands.