Veetee USA Expands Retail Distribution to 20+ Major US Grocery Chains

Veetee Microwaveable Rice Trays Reach 20+ Retailers Including Walmart and Publix

Selma, United States - August 11, 2026 / Veetee /

Veetee USA Expands Retail Distribution, Now Available in 20+ Major US Grocery Chains Nationally

SELMA, N.C. — July 16, 2026 — Veetee USA, the fastest-growing premium microwaveable rice brand, today announced a massive expansion of its retail footprint, making its highly sought-after ready-to-eat rice trays available in over 20 major US grocery chains nationwide. This expansion solidifies Veetee’s position as a major player in the US consumer packaged goods (CPG) industry, scaling distribution to leading retailers including Walmart, Publix, and other premier regional supermarkets.

The retail expansion comes on the heels of Veetee’s $36 million Selma, North Carolina production facility becoming fully operational, allowing the brand to localize its supply chain and meet the rapid demand of American shoppers.

"American consumers are demanding higher quality, cleaner ingredients, and better value from their convenient meal options," said Kevin Stitt, US Executive at Veetee USA. "Expanding our retail footprint into over 20 major grocery chains ensures that shoppers across the country can easily find and enjoy our premium, steam-filtered rice. We are proud to partner with the nation's top retailers to bring our clean-label trays to more dinner tables."

Veetee’s rapid retail growth is driven by an exceptional 90% repeat purchase rate in the USA, fueled by several key points of difference that set the brand apart from legacy competitors:

Proprietary 10-Stage Steam Filtering: Veetee’s unique cooking process ensures the fluffiest, restaurant-quality texture without the use of artificial preservatives or chemical additives.

Fully Transparent Packaging: Unlike competitors who use fully printed, opaque packaging, Veetee’s transparent trays let shoppers see exactly what they are getting—pure, high-quality grains.

Bigger Serving Sizes: Veetee offers a more generous serving size, with single trays providing 9.9oz to 10.6oz of rice, compared to competitor packs which only offer 8.8oz.

Global Momentum: Already recognized as the UK's fastest-growing brand and #1 Sticky Rice, Veetee has rapidly climbed to become the #2 Sticky Rice brand in the USA, growing faster than the overall category.

Veetee’s premium rice varieties—including Basmati, Jasmine, Thai Lime & Herb, and Sticky Rice—are rolling out to shelves immediately. Shoppers can locate their nearest retail store by visiting the store locator on veeteeusa.com.

Veetee USA is a leading producer of premium, clean-label microwaveable rice trays. Utilizing a proprietary 10-stage steam filtering process and fully transparent packaging, Veetee delivers high-quality, convenient, non-GMO, and gluten-free rice varieties to consumers across the globe. Operating a state-of-the-art 135,000 sq. ft. facility in Selma, North Carolina, Veetee is committed to localized manufacturing, clean ingredients, and exceptional culinary quality. For more information, visit veeteeusa.com.

Media Contact:
Veetee USA Media Relations
[email protected]
veeteeusa.com

Contact Information:

Veetee

101 E Providence Blvd
Selma, NC 27576
United States

Kevin Stitt
+63 17619445
https://veetee.com/

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