The rice crackers market, which is dominated by Quaker Snack-a-Jacks and Thai Bites, has been in growth as consumers seek healthier alternatives to crisps.
Blue Dragon’s new offering, Rice Bites, will come in three flavours - Oriental Soy, Teriyaki and Sweet Chilli - and is rolling out now in a 100g sharing bag format (rsp: 99p), with an impulse 25g pack (39p) due to be launched early next year.
Emma Hampson, Blue Dragon Oriental category marketing manager, said: “It confirms that ethnic flavours, especially Oriental ones, have entered the UK mainstream and represents an exciting phase of development for Blue Dragon.”
She said consumers wanted products that were low in fat and unnecessary additives. “That’s why rice based snacks, like new Rice Bites, are growing rapidly in popularity as a healthy alternative to the potato or wheat products.”