Ritz, the world’s number one savoury biscuit brand (Euromonitor data), is aiming to shake up the snacks aisle with a new baked and light potato snack Ritz Crisp & Thin aimed at the growing demand for savoury snacks in the UK.

Ritz Crisp & Thin will be launched in four popular flavours: cream cheese & onion, sea salt & vinegar, sweet red chilli and sea salt & black pepper. There will be sharing bags (rrp £2.19) and single bags (rrp 70p), to meet both entertaining and on-the-go occasions.

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

Rick Lawrence, biscuits, crisps and snacks category lead UK at Mondelez, said: "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 $28bn. The taste and texture of Crisp & Thin are unparalleled and the premium positioning and packaging will appeal to those looking to ’Ritz-Up’ any occasion."

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