Repositioning a brand icon
Once a beloved icon of light eating, Ryvita had become synonymous with negative perceptions of diet and deprivation
Consumers don't want to sacrifice flavour for calorie count
We repositioned the brand from a lonely, old-fashioned diet food to a sociable, delicious and versatile staple
From here, to here
Ryvita range
Preserved iconic brand assets and status while evolving Ryvita from dry to delicious, amplifying its relevance and sales