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RYVITA LAUNCHES NEW SNACKING LINES IN RESPONSE TO PROTEIN TREND

Associated British Foods-owned snacking brand Ryvita will launch two new product lines in the UK this year alongside updated packaging and a £1.9 million advertising campaign.

Ryvita Protein will be unveiled as the brand aims to respond to consumer demand for protein in the savoury biscuit market. Created using pea protein, the line will be available in two flavours: red quinoa and sesame, and linseeds and nigella seeds.

Meanwhile, Ryvita Bakes have been created following research from Kantar which revealed that the second biggest consumer need to enable healthier eating is more fruit and vegetables. Available in two flavours – beetroot and sweet onion, and tomato and red pepper – the snacks are baked with real vegetable pieces.

In addition, the brand is launching a new look for its flagship Crispbread range to help communicate the health benefits of the products. Last year, the brand updated the look of its range of flatbreads, Ryvita Thins.

A £1.9 million advertising campaign will run throughout 2018 comprised of digital, social and in-store activity fronted by British television presenter Davina McCall alongside experiential at Cancer Research events across the UK.Head of brand at Ryvita, Kyrsten Halley, said: “2018 is going to be great for Ryvita, with our biggest and most diverse campaign to date; we couldn’t be prouder to be working with our incredible, new partners in Davina and Cancer Research UK.“The relaunch is a great opportunity for retailers looking to unlock the healthy snacking category, using Ryvita’s strong health credentials and encouraging people to ‘get more good in’ to their lives. “The campaign is looking to inspire people in lots of ways through innovative and nutritious new products plus engaging and inspiring comms showing how we believe healthy living really can be enjoyable (rather than diets) and having fun being active through our events series.”