Lassie Toverrijst

Lassie is the market-leading brand of rice in the Netherlands, famously known for its 'Toverrijst' (Magic Rice), which is a parboiled long-grain rice designed to be foolproof and quick to cook. The brand was established in 1954 in Wormerveer, Netherlands, by the Albert Heijn company to provide a consistent quality of rice that didn't stick.

Ownership of the brand has transitioned through major food conglomerates over the decades. It was previously part of the Sara Lee Corporation and later Douwe Egberts. In 2011, Lassie was acquired by the Spanish multinational Ebro Foods. While the rice is sourced globally from major rice-producing regions, it is processed and packaged at Lassie's historic facility in Wormerveer, ensuring its heritage remains rooted in the Dutch food industry.