Mondelēz has added a new flavour to its Ritz cracker brand in the UK, which has been reformulated to contain less saturated fat.
The new Ritz baked crackers with tomato and herbs will tap into growing interest for sophisticated flavours in snacking options, and will be accompanied by a new recipe across the entire range of Ritz biscuits that features 70% less saturated fat.
Mondelēz said it was all part of its ambition “to offer consumers more choice in permissible savoury snacks”.
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 bitesized, 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.”
Mondelēz said that 46% of snack occasions were motivated by health, and claimed 85% of consumers were actively trying to improve some area of their health.
The new addition, as well as the reduction in fat, forms part of Mondelēz’s global wellbeing strategy that aims to reduce the saturated fat within its entire portfolio by 10% by 2020 – all without affecting the flavour of its products.
“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.”
The brand will bring all packs together with a fresher new look, as well as a smaller two-facing suggested retail prices (SRP) to be more space efficient. The launch will be supported by PR and in-store activation.
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