The Jordans & Ryvita

What The Jordans & Ryvita does

The Jordans & Ryvita Company is a UK-based food manufacturer and brand operator, structured as a division of ABF Grain Products Limited (a subsidiary of Associated British Foods plc). It produces and sells baked snack products under the Ryvita and Jordans sub-brands, with a portfolio organized around four core lines: Crispbread (wholegrain rye-based lunch alternatives in seven flavor variants), Thins (wheat-and-rye crackers for dipping/topping in five savory variants), Snack It Thins (pre-flavored, high-fibre snacking thins in three bold flavors), and Crackerbread (lighter wheat-based crackers in Original and Wholegrain variants, including a 200g family pack). The portfolio also includes Fruit Crunch, a sweet currants-seeds-oats treat.

The company's core technology is traditional British baking of rye and wheat crispbreads, with a proprietary dimpling process that gives Ryvita its characteristic appearance. Products are formulated to high wholegrain content — Dark Rye Crispbread contains 92g of wholegrain rye flour per 100g, and the Wholegrain Crackerbread contains 99g of wholegrain wheat flour per 100g — and are positioned on high-fibre, low-saturated-fat, additive-free credentials. The entire crispbread range is Kosher-certified by KLBD.

Commercially, the business operates a classic UK CPG model: products are distributed through seven major grocery chains (Tesco, Morrisons, Sainsbury's, Waitrose, Ocado, Asda, Co-op), supplemented by direct-to-consumer sales through TikTok Shop (with Stripe payment processing). The company runs TV advertising and an active social presence (Facebook, X, Instagram, YouTube, Pinterest) to drive top-of-funnel demand. Headcount is reported at 11–50 employees, with head office in Biggleswade, Bedfordshire and registered office in London; operations are explicitly limited to the United Kingdom.

Name

The Jordans & Ryvita

Legal name

The Jordans & Ryvita Company, a division of ABF Grain Products Limited

Website

https://ryvita.co.uk

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

The Jordans & Ryvita is a UK food manufacturer and a division of ABF Grain Products Limited (Associated British Foods) that produces British-baked wholegrain crispbreads, thins, crackerbread, and fruit crunch snacks, selling through major UK grocery chains and TikTok Shop to health-conscious and snack-seeking consumers.

Ownership category

akta.pro rank

Product category

Crispbread and Baked Snacks

NAICS

Cookie and Cracker Manufacturing (311821), Other Snack Food Manufacturing (311919)

SIC

Cookies & Crackers (2052), Bakery Products (2050), Food And Kindred Products (2000)

akta.pro primary industry

Crackers, Biscuits & Grain Snacks Manufacturing (savory biscuits, crispbreads) (AFAKABAH)

akta.pro secondary industry

Crackers & Savory Biscuits Manufacturing (AFAKAIAJ)

Keywords

• Crispbread manufacturing
• Wholegrain baked snacks
• British bakery products
• Rye crackers
• Consumer packaged snacks

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Food Product Sales: Revenue generated through the manufacture and sale of crispbreads, crackers, thins, and snack products to grocery retailers and directly to consumers through e-commerce channels.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

The Jordans & Ryvita Company manufactures and sells British-baked wholegrain snack products including crispbreads made with 67g to 92g of wholegrain rye flour per 100g, lighter baked crackerbreads, flavored thins for dipping, pre-flavored Snack It Thins, and fruit-based crunch snacks. Products are British baked using traditional baking processes and are sold to UK consumers through major grocery retailers and select e-commerce channels.

Product overview

The Jordans & Ryvita Company is a British food manufacturer specializing in crackers, crispbreads, and snack products. The product portfolio consists of four main product lines: Crispbread (light rye-based crackers designed as sandwich alternatives for lunch), Thins (crunchy baked crackers for dipping and topping), Snack It Thins (pre-flavored snack thins for eating on-the-go), and Crackerbread (lighter wheat-based crackers for stacking). The portfolio also includes Fruit Crunch (sweet fruit-based snacks). All products emphasize wholegrain ingredients, British baking, and a 'living well and eating well' lifestyle positioning with 'room for ish.' The products are primarily wheat and rye-based, high in fibre, and many are suitable for vegetarian and vegan diets. Ryvita is a division of ABF Grain Products Limited and is sold through major UK supermarkets.

Differentiator

Problem solved

Functional benefit

Brands

• Crispbread: British baked crispbreads packed full of wholegrain goodness, available in varieties including Dark Rye, Original, Multigrain, Sesame, Pumpkin Seed & Oat, Cracked Black Pepper, and Sweet Onion.
• Thins
• Snack It Thins
• Crackerbread
• Fruit Crunch

Products and services

• Crispbread British-baked wholegrain rye crispbreads made with 67g to 92g of wholegrain rye flour per 100g. Available in Dark Rye, Original, Multigrain, Sesame, Pumpkin Seed & Oat, Cracked Black Pepper, and Sweet Onion varieties. Designed as a lighter lunch alternative to sandwiches for UK consumers seeking high-fibre options.
• Thins Light, crunchy baked crackers made with wheat flour and wholegrain rye, designed for dipping with toppings or dips. Available in savory flavors including Rosemary & Sea Salt, Three Cheese, Multi Seed, Cheddar & Black Pepper, and Sweet Chilli.
• Snack It Thins High-fibre, pre-flavored snack thins designed for eating on their own without toppings. Available in Smoky BBQ, Sour Cream & Chive, and Sea Salt & Cider Vinegar flavors.
• Crackerbread Lighter British-baked crackerbreads packed with wholegrain goodness, available in Original and Wholegrain varieties. Designed for stacking and loading as a snack.
• Fruit Crunch Sweet fruit-based snack made with currants, seeds, and oats (Currants, Seeds & Oats variety). A sweet treat that can be enjoyed plain or with toppings such as chocolate or honey.

Quantifiable outcome

• Wholegrain content: Dark Rye Crispbread contains 92g wholegrain rye flour per 100g; Crispbreads are high in fibre (>6g/100g)
• +1 more outcomes

Named customers7 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature1 record

Scale indicators1 record

Recent moves4 records

Expansion highlights3 records

Broad incumbents

• Hovis: Major UK bread and bakery brand also operated by ABF Grain Products Limited (Ryvita's sister division). Comparable as a UK grocery bakery incumbent sharing distribution channels and parent-company infrastructure, though focused on sliced bread rather than crispbreads.
• Jacob's: Major UK cracker and biscuit brand owned by Pladis (Yildiz Holdings), producing a broad portfolio including Cream Crackers, Cracker Crisps, and savory biscuits. Comparable as a UK incumbent in the same cracker category, with wider portfolio breadth.
• Walkers Snacks: UK's largest savory snacks brand (owned by PepsiCo), producing crisps and baked snack ranges sold across UK grocery. Comparable as a UK incumbent competing for the broader snacking occasion, but focused on potato-based crisps rather than crispbreads.

Direct peers

• Carr's: Historic UK cracker brand (now owned by Pladis/Yildiz Holdings) producing table water crackers and crispbreads sold across UK grocery. Direct peer in the UK crackers category, competing for similar shelf space and lunch-occasion usage.
• Wasa: Swedish crispbread brand owned by Barilla, producing rye-based crispbreads sold across European grocery. Directly comparable to Ryvita on product format (wholegrain rye crispbreads), category (crackers/crispbreads), and distribution (major supermarket chains).
• Finn Crisp: Finnish crispbread brand specializing in thin, wholegrain rye crispbreads. Directly comparable in product format and wholegrain positioning, though primarily distributed across Nordic and Northern European markets.
• Kallo: UK rice cake and organic wholefood snack brand (owned by Wessanen/Organic Food Brands), stocking major UK supermarkets. Comparable in health-oriented snacking positioning and UK grocery distribution, though focused on rice cakes and savory snacks rather than crispbreads.
• Nairn's: Scottish oatcake and wholegrain biscuit brand sold across UK grocery, with similar better-for-you positioning (wholegrain, high fibre, no artificial additives). Comparable on product format, health positioning, and UK grocery distribution.

Others

• Real Foods: UK natural and organic food distributor supplying health food retailers with a wide range of wholegrain and free-from products. Comparable as an adjacent distribution channel for health-oriented snacking brands in the UK, though not a direct manufacturer peer.

Emerging players

• Peter's Yard: UK-based premium crispbread and sourdough cracker brand selling through UK supermarkets and direct channels. Comparable in product format and better-for-you positioning, but operating at a smaller scale and targeting a premium niche.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xtwitter.com/ryvita
• YouTubeyoutube.com/user/RyvitaOfficial
• Facebookfacebook.com/Ryvita
• Instagraminstagram.com/ryvitauk
• Pinterestpinterest.co.uk/ryvita
• LinkedInlinkedin.com/company/the-ryvita-company-ltd

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The Jordans & Ryvita