Veetee Dine In was selected by an independent judge to be recognised as the Best New British Product 2007 from a wide range of products entered into the Food From Britain's New Product Showcase. Launched in April 2007, Veetee Dine In has been "flying off the shelves" - according to one category buyer. Four months after its launch, Veetee Dine In is already achieving a market share in excess of 10% in one key retailer in the UK and within three weeks of listing, it has gained 100% distribution in two of the top four retailers in the UK, having started with only 50%.

The Veetee 'Dine In' rice product offers a fool-proof route to restaurant quality rice with the convenience of microwave cooking. The unique and ground breaking aseptic packaging process, which has been carefully adapted over three years to use natural white rice, not processed par boiled rice can be credited with producing the superior convenience rice, the taste and texture of which rivals all others. Veetee has invested over £20 million so far in developing the new and inimitable product range at an additional factory at its UK headquarters in Kent.

The range currently consists of seven SKU's with further NPD in the pipeline - Basmati & Wild Rice, Wholegrain Basmati, Thai Lime and Herb Rice, Basmati, Pilau, Long Grain and Thai Jasmine, available in 280 & 300g packs costing £1.49 and comes in shelf-ready packaging of six units.