Mondelez healthy snacks push continues with Bakefuls

Mondelez International is hoping to tap into demand in the UK for healthier snacks with the launch of Bakefuls, a baked product sold under savoury snacks brand Ritz.

The US snacks giant claimed Bakefuls have “30% less fat” than “regular” crisps. The snacks will go on sale next week (26 September) in multipacks of 23g bags.

“In testing the purchase intent was in the top 20% of all NPD, which is the among the highest that Nielsen has ever tested, and scored outstanding on taste by 78% of shoppers,” Sandra Ferreira, senior brand manager for Ritz, said, pointing to testing that took place in May.

The recommended price for the multipack is GBP1.65.

Last year, Mondelez took its Ritz savoury biscuit brand into the bagged snacks market in the UK for the first time with the launch of Ritz Crisp & Thin. 

Mondelez said Ritz Crisp & Thin had been “highly incremental to the category”. Pointing to data from IRI, Mondelez said the snacks “became the number one contributor of growth to the crisps snacks category”.

Sign up for our daily news round-up!

Give your business an edge with our leading industry insights.

Sign up