Live Buttery-er

RITZ, America’s favorite butter flavored cracker, is releasing new limited-edition Buttery-er Flavored Crackers and encouraging fans to ‘Live Buttery-er.’ Infused with extra buttery-er flavor, the crackers are set to redefine indulgence for snacking enthusiasts nationwide. To commemorate the grandeur of the cracker, the RITZ brand is teaming up with renowned jewelry designer Greg Yüna to create a 24-karat solid gold bar in the shape of a stick of butter, valued at approximately $100,000, and offering fans who ‘Live Buttery-er' a chance to win it.

The RITZ Buttery-er Crackers capture the buttery flavor that fans know and love, elevating the flaky and irresistible crackers with an extra boost of decadence in every bite. To build on this launch, the RITZ brand is rallying fans to embrace the essence of ‘Living Buttery-er’ by adding a touch of extravagance to life's everyday moments. Whether it's a dash of authenticity, a burst of vibrancy, a hint of bling, or a dose of swagger, RITZ Brand invites fans to savor life's pleasures by adding a little something *extra* to everything they do.

“The RITZ brand has become synonymous with golden buttery flavor,” said Mayte Killeen, RITZ Senior Brand Manager. “With the new limited-edition Buttery-er Crackers we’re taking it to the next level for our buttery-flavor loving fans by offering one lucky winner the ultimate prize of a 24-karat gold bar in the shape of a traditional stick of butter, all in homage to the extra buttery flavor they know and love.”

“I’ve always loved working with gold for its power to automatically bring any concept to an elevated space,” said Greg Yüna, New York City-based luxury jeweler and artist. “So, I immediately knew that this project was something that my team and I could execute and have fun with – because one thing we definitely know how to do, is to be extra. We were so pleased to turn this everyday essential into something luxurious and special, all inspired by the buttery flavor of RITZ Crackers.”

The limited-edition RITZ Buttery-er Crackers, with an SRP of $4.29, will be available at retailers nationwide starting April 29, 2024. To participate in the promotion*, fans can showcase their Buttery-er selves by creating a TikTok video using the Live Buttery-er TikTok effect created by RITZ brand starting May 1st at 12:00 a.m. ET and ending May 20th, 2024, at 11:59 p.m. ET. To enter, fans should post their video to TikTok and in the caption tag @theritzcrackersofficial and include the hashtags #livebutteryer and #RITZcontest. There is also a mail-in, alternative entry method.* One lucky winner will receive the coveted butter-inspired 24-karat solid RITZ-branded gold bar, because RITZ brand is *extra* like that!