Ritz Original cracker will have a new recipe with 70% less saturated fat from September.
There will also be a new addition to the cracker range, also with the new 70% less saturated fat (compared to other savoury biscuits on average) recipe – Baked with Tomato and Herbs. Its visible inclusions give a tasty twist to the Ritz Original cracker.
The brand’s vision is to offer consumers more choice in permissible savoury snacks. When it comes to snacks, 46% of occasions are chosen for health (Kantar usage report 2017 / Ipsos research 2017), and 85% of consumers claim they are trying to improve some of their diet to become healthier (IGD British Grocery Shoppers April 2017). The new recipe will be even more relevant to today’s health conscious shoppers and is another step of Mondelez International’s global well-being strategy, which commits to reducing saturated fat by 10% across its business by 2020.
The brand will bring all packs together with a fresher new look, as well as a smaller two-facing SRP to be more space efficient. The launch will be supported by PR and in-store activation.
Melissa Stuart, brand manager for Ritz at Mondelēz International, said: “Ritz has been in market for almost 85 years and in its humble beginnings, the brand pushed for crackers to be made accessible to everyone. It’s a really simple versatile snack, it’s bitesize; ideal for nibbling and great for sharing with family and friends. This new launch makes the brand even more accessible, providing more options that meet growing consumer needs and the desire to be healthier. We’ve worked hard to ensure that the change in recipe does not impact the great taste of Ritz crackers that consumers know and love.
“We believe that these range developments will help drive relevance back into the savoury biscuits category and drive incremental sales, so retailers should stock up now.”