Ritz, the world’s number one savoury biscuit brand, is laiming to shake up the snacks aisle from mid-May with a new baked and light potato snack - Ritz Crisp & Thin - aimed at the growing demand for savoury snacks in the UK.

The new product has been developed and produced by Mondelēz International, and has been scored ‘outstanding’ in independent taste tests and ranked in the top 25% of all European savoury snacks initiatives in past ten years. 

The launch will be supported in the UK by a £10 million brand marketing campaign within the first seven months of launch, including high profile TV advertising, OOH, sampling and in-store activity.

New Ritz Crisp & Thin will be launched in four popular flavours - Cream Cheese & Onion, Sea Salt & Vinegar, Sweet Red Chilli and Sea Salt & Black Pepper. It will also be available in sharing bags (rrp £2.19) and single bags (rrp 70p), to meet both entertaining and on-the-go occasions.

Rick Lawrence, Biscuits, Crisps and Snacks Category Lead UK at Mondelēz International, says: “Ritz is an iconic brand with 93% consumer awareness. Our strong brand heritage and 81 years of baking expertise, means we are uniquely placed to create a new savoury segment to expand savoury snacks within the UK. The taste and texture are unparalleled and the premium brand positioning and packaging will appeal to those looking to ‘Ritz-Up’ any occasion.

“The UK is the biggest consumer of savoury snacks in Europe worth £2.3bn. Currently dominated by the traditional fried potato crisp we believe there is significant room for snacks to be bigger within the category, like in North America where salty snacks are worth $28bn7. This is the first launch of many geared up to explode savoury snacks in the UK”.