Heaptalk, Jakarta — Ritz Crackers launched its latest formula with two flavor variants, cheese and chocolate, in South Jakarta (08/08). The launch also introduced the theme ‘Renyahnya Ritz, Awali Percakapan,’ meaning Crisp Ritz, Start a Conversation, to encourage people to overcome the awkwardness of initiating social interactions.
First introduced in 1934, Ritz Crackers has expanded its portfolio by offering something new to the snack market in Indonesia. As the snack market in Indonesia continues to grow, this cracker brand under Mondelez Indonesia continues to innovate and adapt by offering various flavor variants that suit the preferences of Indonesian consumers.
Dian Ramadianti, Senior Marketing Manager for Ritz Crackers at Mondelez Indonesia, explained that they understand how challenging it can be to start interactions in a new environment. Therefore, by launching this new formula and the ‘Renyahnya Ritz, Awali Percakapan’ theme, they aim to offer an easy way for anyone to do so.
Pass the Ritz challenge
“Ritz Crackers is launching a new formula with two flavor variants, cheese and chocolate, combining sweet and savory flavors in every bite, wrapped in crispy crackers baked to a golden finish. This combination of sweet and savory flavors, a favorite for everyone, will make it easier for people to start interactions with the spirit of Crisp Ritz, Start a Conversation,” Dian said.
Echoing Dian’s sentiments, Social Interaction Expert Saskhya Aulia Prima revealed that although it may seem easy, many people often find themselves in stiff situations and become confused about how to start interactions, especially when entering a new environment. Saskhya explained, “This condition is quite normal as part of the adaptation process within oneself. Sometimes, a certain push is needed to speed up this process, and snacks can be one of the right prompts. No wonder that snacks have become a tradition in Indonesia, served at gatherings or celebrations that bring together many new people.”
Welcoming the launch of the new formula, influencer Jerome Polin shared that he often finds himself in stiff situations in a new environment. “With the various solutions offered, from the new formula with a blend of sweet and savory flavors that many people love, and the ‘Crisp Ritz, Start a Conversation’ spirit, this will certainly make it easier for many people to start interactions and overcome the confusion of initiating a conversation,” Jerome concluded.
On this occasion, Ritz Crackers also introduced the Pass the Ritz challenge, initiated by Jerome Polin. They applied it on TikTok’s social media platform to create fun experiences with new people. The challenge is straightforward: it starts with someone challenging the next person by giving a clue that describes them. For example, saying, “I want to give this Ritz to someone with a warm smile.” This way, everyone can use the fun of this game as a starting point to break the ice and begin interactions.
