Ryvita's Slogans & Taglines

Ryvita is a dedicated champion of crunchy wholesomeness, rye-based simplicity, and the relentless transformation of a Scandinavian import into a British pantry staple, built on a Birmingham heritage that treats crispbread not as a punitive diet aid, but as the vital canvas for delicious toppings and convivial gatherings. Since 1925, when John Edwin Garratt founded The Ryvita Company and began importing rye crispbreads from Sweden, the brand has evolved from a foreign curiosity into a homegrown icon, establishing its first British bakery in Birmingham in 1932 and later rebuilding in Poole after wartime bombing. Its slogans have journeyed from the austere "In the inch war, Ryvita helps you win" to the 2009 rebrand anthem "For Ladies who Crunch," and ultimately to the playful "Fancy that," reflecting a shift from secretive dieting to confident, tasty entertaining. The portfolio spans Original, Multigrain, Sesame, Fruit Crunch, Thins, and Rye Cakes. Today, part of Associated British Foods, Ryvita continues to prove that the most profound health food is one that crunches loudly enough to bring friends to the table.