Mondelēz International has unveiled its new Ritz Crisp & Thin products, in conjunction with a £10m brand marketing campaign.

The biscuit brand has launched the savoury snack product in cream cheese & onion, sea salt & vinegar, sweet red chilli and sea salt & black pepper flavours.

Rick Lawrence, biscuits, crisps and snacks category lead UK&I at Mondelēz International, says: “Ritz is an iconic brand with 93% consumer awareness. Our strong brand heritage and 81 years of baking expertise mean we are uniquely placed to create a new savoury segment to expand savoury snacks within the UK. The taste and texture are unparalleled and the premium brand positioning and packaging will appeal to those looking to ‘Ritz-Up’ any occasion.

“The UK is the biggest consumer of savoury snacks in Europe, worth £2.3bn. Currently dominated by the traditional fried potato crisp, we believe there is significant room for snacks to be bigger within the category, like in North America where salty snacks are worth $28bn. This is the first launch of many geared up to explode savoury snacks in the UK.”

The major marketing Mondelēz Internationalcampaign will run within seven months of the product launch, and will include TV advertising, sampling and in-store activity.

The brand hopes the new Crisp & Thins will meet the demand for savoury snacks, and appeal to those entertaining guests or shoppers on the go.