Mondelez is launching Ritz Crisp & Thin, in what it aims to be the biggest launch for the convenience channel of the past five years.

It is available from May 11 in 30g single bags, RRP 79p, and 100g sharing bags, RRP £2.19. The singles come in Cream Cheese & Onion and Sea Salt & Vinegar flavours, while the sharing bags come in these two flavours as well as Sweet Red Chilli and Sea Salt & Black Pepper.

The launch is supported by a £10m marketing spend, which includes sampling, PR and out-of-home activity and a new TV ad. PoS is also available for retailers.

Rick Lawrence, biscuits, crisps and snacks category lead for Mondelez, said: “Ritz Crisp & Thin is not available in multipacks as these can devalue a product. This should reassure retailers that it won’t be in multipacks in supermarkets at a reduced price.”

The products are aimed at 25-45 year olds. Lawrence said: “The packs do not promote health benefits on the front, which we feel will make sure Ritz Crisp & Thin appeals to both genders.”