Bridging the Fibre Gap with Ryvita Snack Thins

Introducing Younger Consumers to Fibre Through Taste

Ryvita Snack Thins exemplify how fibre-rich foods can appeal to younger consumers through great taste and convenience, we’re showing younger consumers that fibre can be tasty and enjoyable without any trade-offs. Ryvita has focused on demonstrating that consumers no longer have to choose between health and flavour—Snack It Thins offer both in every bite, making them an appealing choice for a new generation of snackers.

This year, Ryvita has seen significant success in capturing younger audiences, who are discovering fibre through products that fit seamlessly into their busy lifestyles. Snack It Thins are ideal for munching straight from the pack, providing a high-fibre alternative to less nutritious snack options. The product’s growing popularity is reflected in its strong performance—2.2% household penetration within its first year and a 69% repeat purchase rate, the highest NPD in its category.

Empowering Consumers through Communication

Ryvita has embraced new platforms like TikTok to connect with younger consumers, focusing on the fun and versatile nature of Snack It Thins. Content highlights creative ways to enjoy the product, emphasizing taste and convenience as the primary messages, while subtly integrating its high-fibre benefits. TikTok campaigns have effectively engaged a younger demographic, showcasing Snack It Thins as a trendy and delicious snack that fits effortlessly into their lives. These efforts complement other digital marketing initiatives, reinforcing the product’s appeal as a modern snacking solution.

Ongoing Impact

Through these efforts, Ryvita has demonstrated its commitment to the FDF’s mission to help bridge the fibre gap. By combining high-quality ingredients, a focus on taste, and inspirational communication, Ryvita is helping younger consumers discover that fibre can be both delicious and accessible