Ryvita is going up against Snack-a-Jacks in the burgeoning low fat rice snack sector with the launch next week of Tondo’s.

The newcomer, which is in four flavours, is the first Ryvita product designed to be eaten on its own rather than used as a base for toppings.

It marks the first step in a new product development programme, described as “aggressive” by the company, which aims to build on the brand’s reputation in health-oriented food.

All Tondo’s products contain less than 3% fat and come in 25g and 100g foil bags, sporting the brand’s new ‘cloud’ imagery.

A dedicated national TV campaign is scheduled for autumn along with sampling among one million consumers.