What Ritz Crackers does

Ritz Crackers is a 90-year-old American snack cracker brand founded in 1934 by the National Biscuit Company (Nabisco) and currently owned by Mondelēz International, with manufacturing continuing under Nabisco. The brand's core product line centers on signature scalloped-edge, seven-hole round crackers with a distinctive buttery flavor profile, extended over time into cheese-flavored crackers, sandwich crackers (cheese and peanut butter), Hint of Salt and Fresh Stacks convenience formats, and a toasted-not-fried chip line (Original, Sour Cream & Onion, Cheddar). Production relies on proprietary baking techniques that produce the crispy-yet-tender texture and uniform appearance maintained for nearly a century; the toasted chip process is positioned as a cost-efficient baked alternative with 40-50% less fat than leading fried potato chips.

The brand is sold through a multi-tier mass-market distribution architecture — grocery stores, supermarkets, convenience stores, warehouse clubs (Costco, Sam's Club), big-box retailers (Walmart, Target), and online platforms (Amazon) — serving individual household consumers for everyday snacking, entertaining, lunchboxes, and recipe use, with secondary use cases as an ingredient (cracker chicken coating, pie crusts, casseroles). Pricing is uniform CPG unit pricing ranging from roughly $4.17 for a single toasted chip bag to $12.00 for multi-pack sandwich cracker bundles.

Ritz generates revenue through traditional consumer packaged goods wholesale-to-retail sales as part of Mondelēz International's portfolio (parent reported 2024 net revenues of approximately $36.4 billion; brand-level Ritz revenue is not separately disclosed). Marketing combines event-driven campaigns — including a 2026 Super Bowl 'RITZ Island' 30-second commercial featuring Jon Hamm, Bowen Yang, and Scarlett Johansson, paired with limited-edition football-shaped crackers — with a brand content site (theritzcrackers.com), Amazon affiliate referral fees, and traditional in-store retail presence. The brand holds registered trademarks on the RITZ name, logo, and packaging, with all intellectual property rights held by Mondelēz International.

Name

Ritz Crackers

Legal name

Ritz (brand owned by Mondelēz International, manufactured by Nabisco)

Website

https://theritzcrackers.com

Company type

Private

Founded year

1934

Operating status

Operating

Short description

Ritz Crackers is a 90-year-old American snack cracker brand owned by Mondelēz International, producing butter crackers, sandwich crackers, and toasted chips sold globally through grocery, warehouse clubs, big-box retailers, and online channels to household consumers.

Ownership category

akta.pro rank

Product category

Crackers and Snack Foods

NAICS

Cookie and Cracker Manufacturing (311821), Snack Food Manufacturing (31191)

SIC

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

akta.pro primary industry

Crackers & Savory Biscuits Manufacturing (AFAKAIAJ)

akta.pro secondary industry

Cookies, Biscuits & Crackers (CRADABAD)

Keywords

• Butter crackers
• Sandwich crackers
• Toasted chips
• Snack foods
• Consumer packaged goods

Headquarters

HQ city

Katy

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel

Revenue model

1. Consumer Packaged Goods Sales: Traditional CPG revenue from selling packaged cracker and snack products through retail distribution channels including grocery stores, convenience stores, warehouse clubs, and online retailers.
2. Amazon Associates Program: Website participates in Amazon Services LLC Associates Program, earning advertising fees by linking to Amazon.com products.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels5 records

Core offering

Ritz Crackers manufactures and sells a portfolio of branded butter crackers, cheese crackers, sandwich crackers (cheese and peanut butter), and toasted chips. The flagship product since 1934 is the round, scalloped-edge butter cracker; the line has expanded to include RITZ Cheese, RITZ Bits Cheese, RITZ Cheese Sandwich Crackers, RITZ Peanut Butter Sandwich Crackers, RITZ Fresh Stacks, and RITZ Toasted Chips. Products are sold to consumers for snacking, entertaining, lunchbox use, and as recipe ingredients.

Product overview

RITZ is a portfolio of crackers and snack foods manufactured by Nabisco, a division of Mondelēz International. The core product line consists of classic butter crackers (RITZ Original, RITZ Cheese, RITZ Hint of Salt), sandwich crackers (RITZ Bits Cheese, RITZ Cheese Sandwich, RITZ Peanut Butter), convenience formats (RITZ Fresh Stacks), and chip variants (RITZ Toasted Chips in multiple flavors). The products range from 1934 through various product launches, with the brand known for its scalloped-edge round crackers and extended snack portfolio.

Differentiator

Problem solved

Functional benefit

Brands

• Ritz Cheese Crackers: Crackers infused with a cheesy flavor offering a savory twist on the original Ritz Crackers, available in various formats including sandwich crackers and crisps.
• Ritz Toasted Chips
• Ritz Peanut Butter Crackers
• Ritz Cracker Chicken
• RITZ Fresh Stacks

Products and services

• RITZ Original Crackers Classic round butter crackers with scalloped edges; the flagship Ritz product since 1934, sold in family-size boxes and bulk multi-packs for snacking, pairing with toppings, and recipe use.
• RITZ Cheese Crackers Crackers with cheese flavor, offering a savory twist on the original Ritz cracker for on-the-go snacking and casual entertaining.
• RITZ Hint of Salt Crackers Original Ritz flavor with reduced sodium content, providing a lighter option for salt-conscious snackers without sacrificing the buttery taste.
• RITZ Cheese Sandwich Crackers Sandwich crackers combining two Ritz crackers with a real cheese filling, sold in 8-, 10-, and 20-pack snack pack formats for lunchboxes and on-the-go snacking.
• RITZ Bits Cheese Sandwich Crackers Mini sandwich crackers with cheese filling, sold in 10-pack snack pack format (1 oz each) for convenient portion-controlled snacking.
• RITZ Peanut Butter Sandwich Crackers Sandwich crackers combining smooth creamy peanut butter between two Ritz crackers, sold in 8-count, 16-count, and individually wrapped snack pack formats for sweet-and-salty snacking.
• RITZ Fresh Stacks Original Crackers Pre-portioned individual fresh stacks of Ritz Original Crackers in multi-pack formats (e.g., 17.8 oz and 23.7 oz), keeping crackers crisp and ready for lunchboxes, travel, and on-the-go snacking.
• RITZ Toasted Chips Toasted (not fried) chip variants in Original, Cheddar, and Sour Cream & Onion flavors, available in single bags and a variety pack; Original has 50% less fat and Sour Cream & Onion has 40% less fat than leading fried potato chips.

Quantifiable outcome

• Toasted chips have 50% less fat per 29g serving than leading fried potato chips
• +1 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Five partnerships are on record, tiered core, minor and flagship.

• MARTIN*coreGTM or Marketing PartnerAdvertising agency partner for Super Bowl campaign development. Contributed to the creative development of the 'RITZ Island' 30-second commercial featuring Jon Hamm, Bowen Yang, and Scarlett Johansson.
• Hungryman, Inc.minorGTM or Marketing PartnerMarketing partner involved in the integrated 360° multichannel marketing campaign for the Big Game comeback commercial.
• Publicis ProductioncoreGTM or Marketing PartnerProduction partner responsible for creating the Super Bowl advertisement 'RITZ Island' as part of the integrated marketing campaign.
• Mondelēz InternationalflagshipOthersGlobal snack company that owns the Ritz Crackers brand. Reported 2024 net revenues of approximately $36.4 billion from its portfolio of global snack brands. Parent company provides global distribution reach and resources for brand marketing.
• Amazon Services LLCminorChannel Partner/ Reseller/ DistributorAmazon Services LLC Associates Program partnership where theritzcrackers.com earns advertising fees by linking to Amazon.com products.

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Premium Saltine Crackers (Mondelēz / Nabisco): Premium Saltine is another Nabisco/Mondelēz cracker brand co-located with Ritz on shelf. While positioned for soup and recipe use rather than buttery snacking, it competes for the same household cracker purchase and budget allocation.
• Keebler (Ferrero): Keebler is a leading U.S. cookie and cracker brand owned by Ferrero, directly competing with Ritz in sandwich crackers and snack crackers across identical grocery and club channels with comparable pricing architecture.
• Wheat Thins (Mondelēz / Nabisco): Wheat Thins is a sister Nabisco/Mondelēz brand that competes directly with Ritz in the cracker aisle, sharing the same parent manufacturing and distribution infrastructure while targeting overlapping lunchbox and entertaining occasions.
• Club Crackers (Mondelēz / Nabisco): Club Crackers is a sister Nabisco/Mondelēz buttery cracker brand directly competing with Ritz Original across the same retailers, occasions, and price points within the butter-cracker subcategory.
• Carr's (Pladis Global): Carr's is a heritage British cracker brand owned by Pladis (also owner of McVitie's), competing with Ritz in the table crackers, water crackers, and entertaining segments with comparable product positioning and overlapping international distribution.
• Snyder's of Hanover (Snyder's-Lance / Flowers Foods): Snyder's of Hanover is a leading pretzel and cracker brand under Flowers Foods, directly competing with Ritz across the salted-snack and cracker aisles in grocery and club channels, particularly in lunchbox and on-the-go snacking occasions.
• Cheez-It (Kellanova): Cheez-It is a leading cheese-flavored cracker brand competing directly with Ritz Cheese Crackers across the same grocery, club, and convenience channels. Both compete in the salted/cheese cracker subcategory of the U.S. snack aisle.
• Pepperidge Farm Goldfish (Campbell Snacks): Goldfish is a flagship cracker brand from Pepperidge Farm (Campbell Snacks), directly competing with Ritz across cheese crackers and sandwich cracker formats in the same mass-market retail channels.
• Triscuit (Mondelēz / Nabisco): Triscuit is a whole-grain cracker brand from the same Nabisco/Mondelēz portfolio that competes directly with Ritz for health-positioned cracker occasions and lunchbox/snacking occasions in identical retail channels.

Emerging players

• Annie's Homegrown (General Mills): Annie's is a General Mills-owned better-for-you snack brand offering organic cheese crackers that compete with Ritz in the family/kids snack occasion with a more natural-ingredient positioning, capturing share from health-conscious shoppers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

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 Ritz Crackers