Ritz Crisp & Thin - Sea Salt & Black Pepper
Who: Mondelez
What: Ritz Crisp & Thin - Sea Salt & Black Pepper
Where: Crisps and savoury snacks
When: Launched May 2015
How much: Rsp £2.19 for 100g
Why: With take-home sales of crisps overtaken by savoury snacks for the first time this year [Kantar 52 w/e 1 February 2015], suppliers have been scrambling to scoop their share of the dip. In a two-month period, three somewhat similar new ranges launched: Jacob’s Cracker Crisps, Walkers Sensation Crispy Thins, and Ritz Crisp & Thin, baked snacks made from potato flour that also come in cream cheese & onion, salt & vinegar and sweet red chilli flavours.
Consumer verdict: These snacks went down a storm, matching the best category score, with testers calling them tasty, moreish and a good alternative to crisps. They were considered to be fitting for a range of occasions, with three-quarters of testers rating them ideal for entertaining, and the same number saying they’d be great for chilling out. Forty-seven per cent said they would definitely buy these after trial, and 42% thought they would buy at least fortnightly.
Pre-trial purchase: 60%
Post-trial purchase: 77%
Better than what’s out there: 69%
New and different: 72%
Overall score: 49/50
What is Fast Foodfax?
It is a subscriber service that has been running for more than 30 years, offering consumer assessments of new products and allowing comparisons with more than 17,000 products from our database. It is objective, impartial and totally independent, and each product is assessed using original consumer feedback from respondents across the UK. See here for further information. Fast Foodfax is prepared by Cambridge Market Research, which works closely with The Grocer magazine on a variety of projects including the consumer judging element of the The Grocer’s Own-label Food & Drink Awards and New Product Awards.
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