Ryvita aims for wider age range

Crispbread company Ryvita has appointed Collett Dickenson Pearce to give the brand broader appeal.

The product, which is associated with slimming and has traditionally been aimed at young women, will now target a wider age range.

The Ryvita brand will also be repositioned as a high-fibre addition to a healthy diet rather than as a slimming aid. The intention is to mirror the trend in mainland Europe, where crispbreads have a wider attraction and are perceived as an everyday food.

CDP won the £2m account following a pitch against Simons Palmer Denton Clemmow & Johnson, Ogilvy & Mather and incumbent Lansdown Conquest.

CDP chief executive Ben Langdon says: “Ryvita is a prestigious brand with enormous potential. We have some ideas that will realise that potential in a new and vibrant way.”

The new campaign will appear in early summer. The company is expected to use a combination of TV and press advertising.

Last year Ryvita entered a deal with the ITV Network to sponsor daytime clothes programme “Swank”, which marketing director Andrew Willoughby-Paul said was an attempt to “contemporise the Ryvita brand”.

Ryvita crispbread was launched in the Thirties and was the UK’s first packaged bakery product.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here