Lassie Builtjes Zilvervliesrijst

Lassie is a quintessentially Dutch brand with a history dating back to 1954 in the Zaan region, famous for its 'toverrijst' (magic rice). The brand revolutionized the Dutch kitchen by introducing parboiled rice that didn't stick, making rice a staple food in the Netherlands. Today, it remains the market leader in the Dutch rice category, known for its iconic orange packaging and convenient portion-sized boil-in-the-bag ('builtje') options.

The product is primarily processed and packaged in the Netherlands, specifically in Wormer, keeping with its historic roots. While the raw rice is sourced globally from countries like Italy or Thailand depending on the variety, the Lassie brand itself is now part of the global Spanish food giant Ebro Foods. Ebro Foods acquired parent company Lassie Rijst in the 1990s as part of its strategy to lead the European grain market, positioning Lassie alongside other major global brands such as Tilda and Riviana.