Black–purple rice is becoming popular with health conscious food consumers. In the present study, the secondary metabolites in dehulled black–purple rice cv. Asamurasaki were analysed using HPLC–PDA–MS2. The seeds contained a high concentration of seven anthocyanins (1400μg/g fresh weight) with cyanidin-3-O-glucoside and peonidin-3-O-glucoside predominating. Five flavonol glycosides, principally quercetin-3-O-glucoside and quercetin-3-O-rutinoside, and flavones were detected at a total concentration of 189μg/g. The seeds also contained 3.9μg/g of carotenoids consisting of lutein, zeaxanthin, lycopene and β-carotene. γ-Oryzanol (279μg/g) was also present as a mixture of 24-methylenecycloartenol ferulate, campesterol ferulate, cycloartenol ferulate and β-sitosterol ferulate. No procyanidins were detected in this variety of black–purple rice. The results demonstrate that the black–purple rice in the dehulled form in which it is consumed by humans contains a rich heterogeneous mixture of phytochemicals which may provide a basis for the potential health benefits, and highlights the possible use of the rice as functional food.