Ritz has big hopes for a mini format.
According to parent company Mondelez, one in four Ritz snackers enjoy the cracker on its own, rather than with toppings or pairings, so the CPG is targeting that segment – as well as those looking to get their Ritz fix on the go – with a pair of new miniature cracker SKUs.
The first of the new packaging types is a 200g resealable bag, “ideal for Canadians who want to snack and share at home,” says Jaclyn Campbell, director for crackers at Mondelez Canada. The brand is also releasing Mini Ritz “Snak Paks” in carton format, with each box containing six 30g pouches designed to cater to Canadians who are out and about, so that they can “bring snack time anywhere.”
“We know that Canadians have different snacking styles, whether it’s on-the-go or enjoying family time at home, and we are always looking for opportunities to bring our enthusiastic fans tasty new ways to make snack time even more convenient and enjoyable,” Campbell says. “Ritz is Canada’s favourite cracker and a popular choice for parents shopping for their kids’ snacks, with Ritz Bits Sandwiches being a go-to. Mini Ritz builds on our success in this sub-segment.”
Shopper-side, Mini Ritz “Snak Paks” and the resealable bag will feature in the brand’s summer program, called “Snack Seat Driver,” that aims to court people who are planning daylong outings and extended trips.
“Summer will see many Canadians looking to explore and experience their own backyard, taking the road loaded up with Mondelez snacks,” explains Campbell, adding that the new SKUs “are a perfect snack for outdoor fun and on-the-go adventures.”
The SKUs will then be part of back-to-school efforts, which will bring all of Mondelez’ brands together “for a one-stop shop … to help shoppers cover the whole family’s snacking needs.”
A “Made for Minis” digital campaign will accompany “Snack Seat Driver” through the summer and into the back-to-school season, Campbell says, while influencer partnerships will ladder up to the summer. In-store signage and sampling will boost awareness and drive trial, especially during the back-to-school period.
The new formats were driven by clear consumer trends and are part of a strategy of purposeful innovation that has become “a key driver to unlocking category growth,” according to Campbell. In 2022, category innovations were a leading growth driver for Mondelez, and this year, “we absolutely see the opportunity to continue to excite shoppers with new and innovative products.”
In the company’s recent Q4 earnings call, Mondelez reported a record year and says its biscuits division grew 18% for the quarter, supported by significant volume growth, especially for Ritz.
The new SKUs are available online and at all major retailers across Canada.
