Ryvita is expanding its footprint in the savoury biscuits aisle with the launch of Ryvita Sticks, a new flavour-led snacking innovation designed to meet booming consumer demand for healthier, great-tasting alternatives to traditional crisps.

The product is already proving a commercial success, with early retailer performance trading well ahead of initial rate of sale (ROS) expectations across all live grocers.

Capitalising on shifting snacking habits

The launch comes at a time when snacking completely dominates UK eating habits, with 91% of consumers snacking on a daily basis.

Insights from Toluna’s Snacking Research highlight the core consumer trends driving this market shift:

• Increasing frequency: daily snacking is on the rise, increasingly driven by casual, everyday occasions.
• Demographic growth: younger consumers are actively fuelling future category expansion.
• Format evolution: shoppers are gravitating toward flavour-led, snackable formats that directly compete with traditional crisps.
• Taste versus health balance: there is a rising demand for products that offer a middle ground between restrictive ‘diet’ options and heavy indulgence.

Ryvita Sticks directly target this market gap, offering a convenient, ready-to-eat format that caters to everyday permissible snacking as well as sharing and evening consumption occasions.

A guilt-free crunch packed with flavour

Baked rather than fried, the new bagged snack range combines a light, crunchy, and moreish texture with the nutritional credentials consumers expect from the Ryvita brand.

The product line-up features:

• Two Initial Flavours: Salt & Vinegar and Sour Cream & Chive, both available in 125g bags at a Maximum Recommended Retail Price (MRRP) of £2.
• Nutritional Profiles: A multigrain recipe that serves as a source of fibre, while remaining low in sugar and low in saturated fat.

During consumer testing, shoppers consistently praised the product’s ability to deliver bold taste without the nutritional baggage.

Shoppers described Ryvita Sticks as “a healthier alternative to crisps,” “crunchy, healthy but full of flavour,” and a “guilt-free” snack, with one tester summarising the range as “a bit like a crisp but way better!”

Rapid retail expansion and brand momentum

Ryvita Sticks have scaled rapidly across major multiples, launching in over 900 stores nationally. The range is currently available on shelves in Morrisons, Sainsbury’s, and Waitrose, with Asda scheduled to follow later this month.

Sales performance has strengthened week-on-week post-launch, achieving strong volume uplifts during initial in-store activation and couponing periods. This early success sets a strong foundation ahead of a major brand activation campaign running through the rest of this month and into August.

This launch builds on the strong foundation laid by the brand’s 2023 introduction of the Snack Its range, which continues to drive incremental category value. According to Nielsen data (Total Coverage, 52 w/e 30.05.2026), the brand’s snacking portfolio boasts exceptional momentum:

• Snack its growth: up +56% in value and +46% in units, successfully attracting entirely new shoppers to the category.

• Sustained performance: maintained double-digit value and unit growth over the latest 12-week period.

By leveraging this strong brand equity and expanding into new formats, Ryvita is positioned to capture new consumption occasions and fuel further growth across the savoury snacks category.