From Diet Food to Delicious Staple
Breaking free from the diet-food stereotype, repositioning Ryvita as a vibrant, versatile essential for everyone, every day.
The Business Challenge
For decades, Ryvita was seen as a dieting product, limiting its appeal and causing sales to decline. To drive long-term growth, Ryvita needed to move beyond its restrictive image and become a year-round staple for both men and women.
Ryvita had long been associated with weight loss, particularly among women preparing for the ‘bikini body’ season. This narrow positioning not only alienated potential consumers but also made Ryvita a seasonal purchase rather than a daily essential. To future-proof the brand, Ryvita needed to shed its diet-food identity and redefine itself as a delicious, versatile ingredient for all.
The Diagnosis
Ryvita’s strong association with dieting limited its relevance, preventing it from being seen as an everyday food choice for a wider audience.
The perception of Ryvita as a restrictive, diet-driven product was outdated and unappealing to modern consumers. The brand’s messaging failed to highlight the delicious, creative potential of Ryvita, making it feel like a sacrifice rather than a celebration of food. To turn the brand around, we needed to transform its image—moving from a functional, diet-focused product to an inspiring, flavourful food staple that could be enjoyed by everyone.
The Solution
We repositioned Ryvita as a joyful, versatile essential—replacing outdated dieting imagery with vibrant, appetite-stimulating portrayals of food in all its technicolour glory.
Instead of reinforcing tired dieting clichés—skinny models forcing smiles over plain salads—we embraced food in all its flavourful brilliance.Our campaign positioned Ryvita as a must-have ingredient that holds endless food possibilities together. Bright, bold, and full of energy, the creative celebrated the joy of food, shifting Ryvita’s image from diet necessity to everyday inspiration. The result? A brand reborn—not as a compromise, but as a celebration.
The Results
52% increase
in Ryvita’s association with versatility, proving its new positioning resonated.
Significantly increased male consumption
unlocking a new and previously overlooked audience.
Retained the #1 spot in the category
reinforcing Ryvita’s dominance in a fresh and engaging way.
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