Following its launch last year, Mondelez International is driving sales of Ritz Crisp & Thin with a new 30g bag and three price-marked packs.
The brand’s Sweet Red Chilli flavour, which has previously only been available in a 100g sharing bag, is now available in 30g bags, RRP 79p. It will join Cream Cheese & Onion and Sea Salt & Vinegar in the smaller format.
A 59p PMP is also available for each of the flavours in the 30g range. The products are available in cases of 22.
The brand will be supported by TV advertising from March 14.
Ritz Crisp & Thin is now worth more than £3.5m in the independent channel after selling four million packs and is listed by 17,000 independent stores.
Sandra Ferreira, senior brand manager for crisps & savoury snacks at Mondelez, said sweet chilli flavours are growing 11% in the category year on year.
“We’ve sold two million units of our share bag format so we believe launching an on-the-go-format along with PMPs and media investment will help drive sales,” she added.