Following the successful launch of Ritz Crisp & Thin, Mondelez International is growing the range with a new 30g bag and three promotional pricemarked packs.
Launched in May 2015, Ritz Crisp & Thin aimed to shake up the snacks aisle by creating a new savoury segment with its innovative, baked and light potato snack to meet a growing consumer need state of tasty snacks that are better for you. The brand said the range is now worth £12m, and is now the number one driver of category growth with a 28 per cent repeat rate (Kantar), one of the highest of all launches within the category in the last five years.
To build on this strong performance and drive further value into the category, the brand will be taking the popular Sweet Red Chilli variant from its sharing bag range into its on-the-go format and promotional 59p pricemarked packs will be introduced for all variants within the 30g range.
The brand will also be supported by a new heavyweight TV campaign from March 14 to continue to build awareness and help drive trial sales further.
Mondelez International senior brand manager for crisps and savoury snacks Sandra Ferreira said: “Ritz Crisp & Thin has had show-stopping results since the launch last May. Being named Product of the Year for Savoury Snacks is a real accolade we are very proud of. The brand has achieved the highest repeat rates of all launches in the category in the last two years, reaching 28 per cent (Kantar). Sweet Chili as a flavour segment is growing 11 per cent in the category YOY and we’ve sold two million units of our share bag format so we believe launching an on-the-go format along with promotional price-marked packs and media investment will help retailers drive further sales.”