Ryvita rice cakes mark first brand extension

Ryvita is launching a range of rice cakes, marking the first time that that the crispbread maker has extended its brand to other products.

The rice cakes, which go on supermarket shelves later this month, will be available in original and sesame varieties. The launch will be backed by a &£1m marketing campaign.

The launch is part of Ryvita’s new strategy to position itself as a brand that encompasses a range of healthy eating products. Future new product development is also being considered.

Marketing manager Carol Ware says: “Ryvita’s extensive research revealed that consumers are demanding an increasing choice in the healthy food market.”

The change in strategy coincided with the company’s decision to drop Publicis at the end of last year (MW December 20). Publicis handled McVitie’s Go Ahead range, which would have come into conflict with the new products planned by Ryvita.

Earlier this year, the company appointed Walsh Trott Chick Smith to its &£1.5m advertising following a three-way pitch against Brandhouse WTS and Delaney Lund Knox Warren (MW February 21). Walsh Trott’s appointment to the work bolstered the agency’s relationship with Ryvita’s parent company Associated British Foods. It already handles advertising for Associated’s sugar brand Silver Spoon.

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