Ritz, the Mondelez International-owned biscuit brand, is to make a return to TV advertising after 30 years, as the company launches a series of new products for the baked snack brand and to take advantage of what it sees as an upturn in demand for savoury biscuits.
These include Ritz Breaks, snack packs of five strips of three crackers, which will be available in original, rosemary and olive oil; and Ritz crackers covered in Cadbury’s Dairy Milk (launched in February). The brand will be backed with a £2.5m marketing investment.
Marketing manager Rick Lawrence said that the biscuits have traditionally been sold at Christmas and for parties, without a firm position in the market.
Now, Ritz Breaks will be aimed at “millennials” who lead busy lives and will use the snacks to refuel, he added.
Lawrence said: “There is an opportunity to take advantage of an untapped occasion of an afternoon snack – most convenient savoury products are either too boring, too ‘naughty’ or not filling enough.”