Lassie rice

Lassie is a household name in the Netherlands, primarily known for its extensive range of rice products including the famous 'Toverrijst' (Magic Rice). The brand was established in 1954 in Wormerveer, North Holland, and became a pioneer in the market by introducing pre-cooked rice that accelerated preparation times for families.

Today, the brand is a prominent part of Ebro Foods, a global leader in the rice sector. While the raw rice is sourced from various global rice-growing regions such as Southeast Asia and Southern Europe, the processing, quality control, and packaging primarily take place in Dutch facilities. Lassie continues to dominate the Dutch market by focusing on healthy, quick-to-prepare grain solutions.