Ryvita Crackers for Cheese launched Ryvita is hoping to drive growth within the Savoury Biscuits category, currently worth £360m with the launch of new Ryvita Crackers for Cheese.
The new product has been designed to tap into consumer trends for both taste and health.
Backed by a Marketing spend of £5 Million on Ryvita during 2011, new Ryvita Crackers for Cheese will be available to retailers from the end of March. Ryvita Crackers for Cheese will be available in two variants – Golden Rye and Black Pepper. The products are designed to cater for the cheeseboard occasion, as well as for sharing with friends and family.
The introduction of Ryvita Crackers for Cheese builds on the existing portfolio of Ryvita Crispbread, Ryvita Crackerbread, Rvyita Thins and Ryvita Minis.
Ryvita Crackers for Cheese are low in fat and high in fibre, made with rye and wheat wholegrain flours, each Cracker has only 27 calories.
Hoping to achieve stand out on shelf, the range is supplied in packaging with new photography of the product inside. Each box has four individual ‘stay fresh’ packs of six crackers. Clare Draper, Brand Manager, Ryvita, commented:
“New Ryvita Crackers for Cheese offer consumers a healthy product, ideal for sharing, without compromising on taste.
“They gained strong consumer endorsement for trial, relevance and excitement in research.
“We are confident they will add value to the category and appeal to both Ryvita loyalists and new consumers alike.”
The launch of Ryvita Crackers for Cheese is supported as part of a total £5 million Ryvita marketing campaign in 2011 that includes TV advertising, in-store and shopper activity, sampling, PR and digital activity.
Ryvita Crackers for Cheese are available in Golden Rye and Black Pepper from March 2011, both with an RRP of £1.25 for a175g pack.