Ritz Crisp & Thin - Sea Salt & Black Pepper

ritz crisp and thin cracker

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


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