After years of asking, Ritz fans will get to try a new kind of cracker that’s getting such an enthusiastically positive response that they say they “could cry” from excitement. Like the original crackers consumers have known and loved for over 90 years, the newcomers promise to be flaky, buttery, and golden-baked.
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Starting this month, Ritz will offer gluten-free crackers at select retailers like Walmart and Albertsons for a suggested retail price of $4.49 for an eight-ounce package. Then in February 2027, the crackers, which contain no artificial colors or flavors, will expand to retailers nationwide.
“This is the launch our fans have been asking for the most. Ritz Gluten Free is unmistakably Ritz: the same iconic taste and satisfying flakiness you know and love. After 90 years of bringing people together, we’re proud to welcome even more snackers to the table,” Olympia Portale, Senior Director, Core Crackers & Head of Savory Portfolio Strategy, Mondelēz International, told Parade.
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View this post on InstagramThe brand took to social media to share the news, prompting an immediate celebration on Instagram, with fans writing that they are “teleporting to Walmart” and declaring, “This is incredible. Just in time for the holidays.”
Several chimed in to explain how Ritz were their favorite crackers before needing to switch to a gluten-free diet, explaining that they “have been waiting 15 years” for a launch like this, and thanking the brand for the inclusion, writing that they “could cry” and revealing that “this is genuinely everything to me.”
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View this post on Instagram“February menu to strictly consist of everything and anything that can and will be topped on a Ritz,” said one commenter, and Ritz agrees, suggesting that consumers pair the crackers with cucumber and hummus, top them with brie and fig jam for a holiday appetizer, or crumble them into a casserole.
“Ritz is a modern brand built for today’s shared moments, and our fans have been asking for a gluten-free version for years,” said Portale in a statement. “Everyone deserves a seat at the Ritz brand table.”
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