Hitting the Shelves: Sophisticated Snack -- February 2010
As one of the most recognizable cracker brands in the U.S.,
Kraft Food’s Nabisco Ritz crackers are best known for their crispy texture,
buttery taste and traditional boxed red packaging. Recently, the brand has
launched Ritz Crackerfuls. Similar to Oreo, Kraft has taken the Nabisco Ritz
brand and extended it to several new areas. The Ritz Crackerful could be
described as a more sophisticated take on the Ritz Bits cheese-filled sandwich.
The packaging veers away from the original red box format, utilizing a more
natural appeal, with beige- and orange-colored carton and brown script. Inside,
there are six individually wrapped cracker sandwiches, made with real cheese
and that contain 5g of whole grains per serving. Worth mentioning, the Ritz
Crackerful serves as a savory alternative to the typically sweeter
snack/cereal/energy bar sector.
Information in this
column is from the Global New Products Database, the premier source of global
product intelligence, published by Mintel International Group; 351 W. Hubbard,
8th Floor; Chicago, IL 60610; call: 312-932-0600; fax: 312-932-0474; or e-mail
mhollihan@mintel.com.pf