Ryvita: Snack Its launch: a taste-led, high-fibre snack

Ryvita launched Snack Its as a taste-led, high-fibre snack to help make higher-fibre choices feel more accessible—supporting FDF’s Action on Fibre ambition to close the UK fibre gap.  

To help make fibre easier to choose in everyday snacking, Ryvita launched Snack Its—designed to be a taste-led snack that also qualifies as high in fibre. The launch supports the Food and Drink Federation’s (FDF) Action on Fibre initiative by increasing visibility and choice of high-fibre options in a mainstream snacking occasion.  

Many UK consumers fall short of recommended fibre intakes, and snacking is a frequent eating moment where “better for you” options can sometimes be seen as compromising on enjoyment. Ryvita wanted to reduce that trade-off by creating a product that leads with taste and texture, while still helping shoppers add more fibre through simple, familiar choices.  

Snack Its was developed to meet the nutrition criteria for a high-fibre claim while remaining firmly taste-first. Teams worked across product development, technical and regulatory to ensure fibre delivery, ingredient functionality and labelling compliance were in place, while marketing ensured the proposition was communicated in an approachable way. The launch was supported with clear on-pack signposting, flavour-led messaging and content that positioned Snack Its as an easy snack option—helping consumers identify a high-fibre choice quickly and understand how it fits into everyday routines.  

The launch broadened Ryvita’s high-fibre offer into a more overt snacking occasion, giving shoppers an additional way to choose fibre without sacrificing enjoyment. It also reinforced an internal focus on fibre as a design principle—bringing together cross-functional teams to deliver a product that balances taste, quality and nutrition. As an active FDF member, Ryvita continues to share learning and support collective progress through the Action on Fibre programme.  

Next steps include continuing to build awareness of Snack Its as a high-fibre choice, capturing shopper feedback to inform future improvements, and progressing further fibre-forward innovation that supports Action on Fibre objectives.