Rice varietal differences in bioactive bran components for inhibition of colorectal cancer cell growth.

•Rice bran extracts differentially inhibit colorectal cancer (CRC) cell growth.•Different rice varieties have unique lipophilic bioactive compounds.•Total soluble phenolic content was correlated with CRC cell inhibition.•Vitamin E isoforms γ-T3, α-T3, and α-T were correlated with CRC cell inhibition.•Rice bran chemoprevention is due to the complex phytochemical mixture.