Ritz Bits Is Dropping Its First New Flavor in Nearly a Decade

Ritz Crackers have been a mainstay at parties since they launched in 1934. The cheezy, poppable crackers are simply always a hit. But now, the company is shaking things up by introducing a brand-new flavor to its portfolio.

For the first time in almost 10 years, the company announced a brand-new flavor in the Ritz Bits Cracker family: Spicy Queso. The cracker sandwiches, the company explained in a statement shared with Food & Wine, has a “savory, flavorful taste,” and that’s equally ideal for snacking at parties, on the go, or just at home in your PJs on the couch.

“With Spicy Queso, we’re answering consumers’ demands for exciting, bold flavors and turning up the heat on the Ritz Bits you know and love,” Steven Saenen, Ritz’s vice president of marketing, said. “It's a bold twist on your childhood favorite, with a kick in each mini bite.”

Related: How the Ritz Cracker Got Its Name

The flavor — which was first released in 2022 as part of the brand's Ritz Cheese Crispers lineup — has a rich, creamy cheese base and an added kick at the end. It’s not so spicy it hurts, but enough that you may want to keep a glass of milk handy in case.

And while Spicy Queso is the first addition to the Ritz Bits family, it’s not the only new flavor across the Ritz brand flavor lineup. In early 2024, the brand also released its Ritz Toasted Chips’ Sweet Habañero flavor, showing that it’s really got what it takes to lead the charge on spicy snacks, along with a Honey BBQ flavor for those looking for something a little sweeter.

The new Spicy Queso flavor will be available in snack-sized, 3-ounce bags at convenience store locations across the U.S. starting this month. Larger, 8.8-ounce boxes will then hit grocery store shelves in February 2025. In the middle of these releases, you can also catch Ritz on the small screen. The brand is set to make its Super Bowl debut with its first 30-second commercial, along with a social media campaign to match.

“A Super Bowl spread is only as good as the cracker holding it,” Saenen shared with Digital Marketing News. “On a day when our products will be served on party platters nationwide, it seemed only fitting for us to finally make an appearance on the big screen, too.” This way, you can say, “Hey! My favorite cracker is on TV!” 

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