Ryvita has undergone a brand relaunch in collaboration with branding consultancy Coley Porter Bell.
Targeting the health market, the brand revamp includes a new packaging design that aims to give consumers a reason to choose it over the brand’s competitors, according to Ryvita.
The brand is pushing the health benefits of rye in the design by stating that a diet high in rye fibre will contribute to normal bowel function as part of a balanced diet and healthy lifestyle.
The new design will hit retailers’ shelves this month and will be showcased across its Pumpkin Seeds & Oats, Currant Seed & Oats and Dark Rye crispbread variants.
Mia Hartwell, senior brand manager at Ryvita, said the company was incredibly excited to see its bold and vibrant new pack design hit the shelves.
“Coley Porter Bell have brought to life ‘Rye Goodness’ that is intrinsic to every slice of Ryvita Crispbread,” said Hartwell. They have done this in a bright, confident way that modernises the brand and will drive fantastic standout at [the] fixture.”
Coley Porter Bell believes that the Ryvita rebrand will give its product a “new lease of life”.
Ryvita introduced a new Three Cheese flavour addition to its Thins range in July 2017.