Ryvita Crisp Bread: Ladies that Crunch

Talula White

The UK target consumer of Ryvita Crispbread, a longstanding savoury biscuit brand, had moved on and the low-calorie positioning that had grown the brand was no longer delivering.

Ryvita Crisp Bread: Ladies that Crunch

Principal author: Talula White, Grey LondonContributing authors: Claire Sutton, The Jordans and Ryvita Co.Ltd; Karen Hubbard, Nielsen; Simon White, Grey London

1. INTRODUCTION

What do you do when after 75 years you realise that the world of your target consumer has moved on and the positioning that successfully grew your brand over decades is no longer relevant to them and therefore is not delivering in the same way.

This paper shows how a brand changed positioning from one that was hampering growth to one that fuelled it. It demonstrates how insight...

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