Mondelēz International has worked with the London office of global brand design agency, Bulletproof, to revitalize the packaging for its European Ritz snacking portfolio, as part of an overall relaunch of the iconic cracker brand.
Bulletproof had already put the glitz back into Ritz back in 2013, when it created the pack design that placed the iconic crackers shoulder to shoulder on shelf. But despite its iconic status, Ritz was getting overlooked in the ever growing snacking aisle, with more and more consumers seeking healthier alternatives. The time had come to review the Ritz recipe and contemporise the branding to help it reconnect with consumers.
With an improved recipe to communicate and a new flavor variant, Bulletproof was tasked with creating an evolutionary design that would return Ritz to its category leading position, drive reappraisal and communicate the delicious taste of its new, more permissible range.