Bulletproof designs contemporary new packs for Ritz crackers

From: Packaging News

Bulletproof has worked with Mondelēz International to revamp the packaging for its Ritz crackers snacking portfolio.

While some marketers insist that you should never tweak a classic brand, sometimes iconic names need sprucing up every once in a while.

Part of an overall relaunch of the iconic cracker brand, Ritz was getting overlooked in the growing snacking aisle, with more and more consumers seeking healthier alternatives.

A Bulletproof spokesperson said: “We set about creating a contemporary new design, updating the key brand assets to reflect the new healthier positioning by simplifying and creating a new brand world of natural substrates, textures and styling.

“We defined the role of red across the Ritz portfolio and built a clear system that heroed Ritz red for the core cracker product and gradually gave way to sub-range colours. The result is a unified, more appealing range that still packs in the deliciously snackable flavour consumers know and love.”

Melissa Stuart, Brand Manager for Ritz at Mondelēz International said: “When we were looking to relaunch Ritz, our natural choice for design partner was always going to be Bulletproof. Having created a best-in-class design for the portfolio five years ago, Bulletproof has again delivered a bold design bursting with appetite appeal and real punch that will entice both existing and new consumers to try our delicious – and healthier – new recipes.”

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