Ryvita launches Sticks ‘guilt-free alternative to crisps’, with strong early retailer performance

Ryvita has launched ‘Ryvita Sticks’ – a flavour-led snacking innovation designed to tap into growing consumer demand for healthier, great-tasting snacking options, with early retailer performance trading ahead of initial ROS expectations across all live grocers.

The new bagged snack range brings bold, permissible snacking that packs a punch on taste into the Savoury Biscuits aisle, combining strong taste delivery with the lighter multigrain, baked-not-fried, source of fibre credentials expected from Ryvita.

Available in two flavours, Salt & Vinegar and Sour Cream & Chive, the range offers a crunchy, moreish alternative to crisps, designed to unlock incremental everyday snacking occasions.

• Ryvita Sticks Salt & Vinegar 125g (£2 MRRP)

• Ryvita Sticks Sour Cream & Chive 125g (£2 MRRP)

In consumer testing, feedback consistently highlighted both flavour and the perceived healthier credentials,with shoppers describing Ryvita Sticks as “a healthier alternative to crisps”, “crunchy, healthy but full of flavour”, a ‘guilt-free’ snack and “a bit like a crisp but way better!”

Ryvita Sticks has launched across 900+ stores nationally, scaling rapidly across major multiples. The range is now available in Morrisons, Sainsbury’s and Waitrose, with Asda following later this month.

Performance has strengthened week-on-week post-launch, with particularly strong uplift with in-store activation and couponing periods, ahead of major activation​ this month and into August.

Ryvita established itself as a strong player in snacking after the 2023 launch of its Snack Its range, which continues to demonstrate strong growth and an ability to drive incremental category value, including:

• Snack Its driving strong growth +56% value/ +46% units and bringing in new shoppers to the category (Source: Nielsen Total Coverage, 52 w/e 30.05.2026)

• Continued double-digit value and unit growth in the latest 12 weeks (Source: Nielsen Total Coverage, 52 w/e 30.05.2026)

This momentum underpins the launch of Ryvita Sticks, as the brand expands into new formats and consumption occasions to drive further category growth.

It comes as snacking continues to dominate UK eating habits, with 91% of consumers snacking daily.

Toluna’s Snacking Research from 2024 found:

• Snacking frequency is increasing, driven by more everyday occasions

• Younger consumers are fuelling future category growth

• Shift towards flavour-led, snackable formats, competing with crisps

• Rising demand for snacks that balance taste and health

Ryvita Sticks are designed for modern snacking, responding to key shopper needs:

• Demand for balanced snacks beyond traditional ‘diet’ or indulgent options

• Growth in ready-to-eat and convenience formats

• Expansion of sharing and moreish evening occasions

• Clear gap for everyday permissible snacks

Key features:

• Light, crunchy and moreish texture

• Flavour-forward profiles

• Convenient, ready-to-eat format

• Positioned as a balanced everyday snack

• Baked, not fried

• Source of fibre, multigrain

• Low in Sugar, Low in Saturated Fat

Availability

• Morrisons, Sainsbury’s, Waitrose - now

• Asda – from 22 July