Another venerable Riviana brand, Minute is the best-selling rice brand in North America. it's the quick-cook solution for a wide variety of consumers. From college students to gourmets in a rush, it's the no-muss, can't-miss, easy-cook choice for busy folks everywhere. We gave this site a colorful pop with a mix n' match sensibility to leverage it's status as the go-to in a wide variety of dishes.