• by Sarah Mahoney  @mahoney_sarah, April 24, 2025

Ritz wants to turn up the heat on summer snacking with a new limited-edition cracker called Sunkissed, baked to a crispier finish. Alongside the product launch, the brand is introducing its “Golden Summer Giveaway,” a campaign designed to encourage Americans to embrace their time off and enjoy summer to the fullest. Consumers can enter for a chance to win $50,000, plus beach-ready gear like coolers and fanny packs.

Steven Saenen, vice president of Vice marketing at Mondelez International, tells Marketing Daily how this launch fits into the cracker’s broader strategy to remain relevant in a crowded snack category -- and how even iconic brands need reinvention.

Marketing Daily: What are you hoping to accomplish with this new cracker and promotion?

Steven Saenen: Let’s talk first about overall Ritz brand strategy, which is focused on driving relevance with today's consumer. Ritz has an amazing foundation to build on. It’s a 90-year-old iconic cracker, with close to 100% brand awareness and in nearly half of American households, with a 47% household penetration. And Ritz has been growing over the past years, with these foundations for the next chapter of growth. We want to evolve this beloved classic cracker to a modern savory snack.

Marketing Daily: For now, Sunkissed is a limited-time product. Do you expect it will stick around?

Saenen: We expect it to be a favorite. We know consumers love it in the testing, but it will be available only for a limited time. It's inspired by what consumers love about the core. We refer to those things as drivers of likings. It has this nice golden glow.

Marketing Daily: It’s risky to mess with a beloved recipe. What made you sure this would land well with fans?

Saenen: In this case, our core cracker will always remain available. We’re not taking any risk with that, for sure. We’ve tested this version extensively, and it gets very high scores, even compared to the core. Actually, 90% of consumers say this variety is as good as, or better than the regular cracker.

Marketing Daily: Using the word “baked” on a snack product can sound like a healthier-for-you claim. Is that true?

Saenen: This is really about great taste. All our products are baked, not fried, but it's really about offering great experiences to consumers. Ritz is actually doing pretty well in that context, gaining both share and households.

Marketing Daily: How does the Golden Summer Giveaway tie into this launch?

Saenen: Ritz already has a seat at the summer snacking table. This year, we wanted to help Americans enjoy the summer to the fullest. We know that 46% of American workers are not taking all of their paid time off. The grand prize of $50,000 is something  we hope can help American families in these uncertain times.

Marketing Daily: What would success look like if we check in with you in a few months?

Saenen: First, performance in the market. But consumer engagement is important, so we’ll track  participation in sweepstakes. And we’ll keep watching the impact on longer-term brand health and equity.

Marketing Daily: What’s something fun about crackers that surprises people?

Saenen: People have this idea that there is always something on a Ritz cracker, like peanut butter or cheese. About 50% of people just like them plain.

Marketing Daily: Who’s your target consumer? Any generational divides?

Saenen: We’re primarily targeting millennials with kids. Families with younger kids consume more snacks. We’re also focused on multicultural and specifically Hispanic, a segment where we are No. 1.