Ryvita is increasing its presence in the savoury biscuit sector with the introduction of Ryvita Sticks, a flavorful new snacking option aimed at satisfying the growing consumer appetite for healthier yet delicious alternatives to conventional crisps.
This product has already shown promising commercial viability, with early performance in retailers surpassing initial rate of sale (ROS) projections across all participating grocery stores.
The launch coincides with a significant trend in the UK, where snacking has become a primary eating behavior, with 91% of individuals engaging in snacking on a daily basis.
Research from Toluna’s Snacking Insights reveals several key consumer trends driving this shift in the market:
– Increased frequency: Daily snacking is gaining traction, primarily influenced by casual, everyday occasions.
– Demographic growth: A younger audience is playing a crucial role in propelling the category’s future expansion.
– Format innovation: Consumers are leaning towards flavor-rich, easily consumable formats that compete head-to-head with traditional crisps.
– Taste and health balance: There is a growing demand for snacks that provide a compromise between restrictive ‘diet’ options and indulgent treats.
Ryvita Sticks are strategically designed to fill this market void, presenting a convenient, ready-to-eat format suitable for everyday snacking as well as sharing and evening occasions.
Crafted through baking rather than frying, this new range delivers a light, crunchy texture packed with the nutritional benefits associated with the Ryvita brand.
The initial product range includes:
– Two Flavors to Start: Salt & Vinegar and Sour Cream & Chive, both offered in 125g bags at a Maximum Recommended Retail Price (MRRP) of £2.
– Nutritional Benefits: These snacks feature a multigrain composition that provides fiber while remaining low in sugar and saturated fat.
Consumer testing has consistently highlighted the product’s capacity to offer vibrant flavor without the associated nutritional drawbacks.
Shoppers have described Ryvita Sticks as “a healthier alternative to crisps,” “crunchy, healthy but full of flavor,” and “guilt-free,” with one participant summarizing the experience as “a bit like a crisp but way better!”
Ryvita Sticks have rapidly gained traction, appearing in over 900 stores nationwide including Morrisons, Sainsbury’s, and Waitrose, with Asda slated to follow later this month.
Sales have shown a steady increase week-on-week since the launch, with notable volume growth during the initial in-store promotions and couponing initiatives. This robust start lays a solid groundwork for a major brand activation campaign scheduled for the remainder of this month into August.
This roll-out enhances the success stemming from the previous introduction of the Snack Its range in 2023, which has continued to contribute significant value to the category. According to Nielsen data (Total Coverage, 52 w/e 30.05.2026), Ryvita’s snacking portfolio demonstrates remarkable momentum:
– Snack its growth: a 56% increase in value and a 46% rise in units sold, successfully drawing new shoppers to the category.
– Ongoing performance: sustained double-digit growth in both value and units over the most recent 12-week span.
By harnessing its established brand equity and branching into innovative formats, Ryvita aims to tap into new consumption moments, further driving growth within the savoury snack category.