Mondelez puts on the Ritz with mega-launch

Mondel #275;z International is taking on the bagged snacks market with Ritz – the world’s top-selling savoury biscuit brand.

Ritz Crisp amp; Thin is a premium, light, baked potato snack in four flavours: Cream Cheese amp; Onion, Sea Salt amp; Vinegar, Sweet Red Chilli and Sea Salt amp; Black Pepper. It comes in 100g sharing and 30g single-serve bags for at home and on-the-go occasions with RRPs of £2.19 and 79p respectively.

The launch will be supported by a £10m spend across all media, including TV kicking off in June and extensive sampling.

Rick Lawrence, Biscuits, Crisps and Snacks category lead for Mondel #275;z told Wholesale News that Ritz Crisp amp; Thin would  be the biggest launch for Mondel #275;z in the UK this year, adding: “The UK is the biggest consumer of savoury snacks in Europe worth £2.3bn [Nielsen 2015]. Currently dominated by the traditional fried potato crisp, we believe there is significant room for snacks to be bigger within the category, like North America where salty snacks are worth £28bn.” [Mondel #275;z International data].

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