Ryvita bread rebrands as sweet treat
RYVITA is being given an image makeover in a bid to stop people associating it with “diet and deprivation”.
The cracker bread brand has launched a £3million publicity campaign and TV adverts featuring the slogan: “Live life with a little more ‘ish’.”
In the ads, a woman can be seen loading both healthy food and chocolate spread on to Ryvitas as a voiceover says: “Because ‘ish’ never judges how thick you slather.”
Nikki Wilkinson, senior brand manager at Ryvita, said: “Ryvita is an iconic brand but in recent times, had become too focused on the health agenda.
“For many people, the health agenda has changed from diet and deprivation to taste and enjoyment.”