Mondelez is growing its Ritz Crisp & Thin range with a new 30g bag and three promotional pricemarked packs.
Launched in May 2015, Ritz Crisp & Thin aimed to create a new savoury segment within the snacks category, and the brand is now worth £12m. More recently, Ritz Crisp & Thin was named Product of the Year for the savoury snacks category.
To build on this, the brand is taking the Sweet Red Chilli variant from its sharing bag range into its on-the-go format, and promotional 59p PMPs will be introduced for all variants within the 30g range.
The brand will also be supported by a new TV campaign from 14th March onwards.
Sandra Ferreira, Senior Brand Manager for crisps and savoury snacks at Mondelez International, said: “The brand has achieved the highest repeat rates of all launches in the category in the last two years, reaching 28%. Sweet Chilli as a flavour segment is growing 11% 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 pricemarked packs and media investment will help retailers drive further sales.”
