Ryvita is extending its brand into impulse snacking with a new miniature version of the crispbread favourite.
The new bagged snack, Ryvita Minis, will be available from August 2 in four flavours - Mature Cheddar & Onion, Tomato Salsa, Cream Cheese & Chive and Garlic & Herb (rsp: 49p for 30g). It will play on Ryvita’s healthy credentials with a fat content of 3%.
Marketing director Rob Murray claimed Minis would provide incremental growth for the Ryvita brand, which he said was worth £22m with year-on-year growth of 16%. Murray said the new lines were expected to achieve annual sales of £15m in three years.
“There is the potential for huge long-term growth in healthy snacking, with a wide range of occasions. Healthy snacking has been about rice snacks. There’s a need for more choice and texture.”
Ryvita is investing £5m behind the launch including a TV ad campaign scheduled to break in the autumn.
The new bagged snack, Ryvita Minis, will be available from August 2 in four flavours - Mature Cheddar & Onion, Tomato Salsa, Cream Cheese & Chive and Garlic & Herb (rsp: 49p for 30g). It will play on Ryvita’s healthy credentials with a fat content of 3%.
Marketing director Rob Murray claimed Minis would provide incremental growth for the Ryvita brand, which he said was worth £22m with year-on-year growth of 16%. Murray said the new lines were expected to achieve annual sales of £15m in three years.
“There is the potential for huge long-term growth in healthy snacking, with a wide range of occasions. Healthy snacking has been about rice snacks. There’s a need for more choice and texture.”
Ryvita is investing £5m behind the launch including a TV ad campaign scheduled to break in the autumn.
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