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New variant of Queen’s favoured crispbread Ryvita could be top three bestseller

Gill Hyslop

By Gill Hyslop+

19-Jun-2017

Ryvita is expecting its new Three Cheese variant to become a popular flavor in its Thins range. Pic: Ryvita
Ryvita is expecting its new Three Cheese variant to become a popular flavor in its Thins range. Pic: Ryvita

Ryvita is rolling out Three Cheese Thins throughout the UK in July, with Estefania Boerr, senior brand manager at the crispbread producer, expecting it to become a top three selling SKUs for the brand.

The holder of a royal warrant granted by Queen Elizabeth II is introducing Three Cheese Thins – a “unique” flavor on the UK market comprising Mature Cheddar, Emmental and Regato cheese.

“We are launching the new Three Cheese variant that is also made with wholegrain rye flour, which is a natural source of fibre. Three Cheese will be very different to anything else in the market,” said Boerr.

Market leader

Ryvita is the current market share leader in flatbreads in the UK, having secured more than a 50% share of the market, she told BakeryandSnacks.

“The company is positioning the Three Cheese flavour to become one of its top three selling Thins SKUs, currently lead by Multi-Seed,” she said, noting the product range brought in sales of over £10m ($12.8m) in 2016.

Thins are manufactured at the company’s Pool facilities in Dorset, which underwent a major refurbishment for an undisclosed sum in 2014.

The Ryvita Company was founded in 1930 in Birmingham and became part of the Jordans & Ryvita brand under Associated British Foods following a merger with Jordans in early 2009.

The snack producer launched the Thins range in 2008, with five flavors, including Multi-Seed, Cheddar & Cracked Black Pepper, Sweet Chili, Caramelised Onion and Sundried Tomato & Herb.

By royal command

Ryvita Thins, Three Cheese will be available from Sainsbury’s, ASDA and Booths from July, with a RRP of £1.89 ($2.42).

“The company is expecting to launch the product into new markets outside the UK at a later date,” said Boerr.

The company also produces Crackerbreads, Crackers, Minis and Fine Rustic Bakes under the Ryvita brand name.

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