Ritz Is Releasing a New Hot Honey Flavor

Ritz doesn’t care if you want something sweet or spicy — because it’s here to give you both.

On Wednesday, the Mondelēz-owned brand announced that it’s launching an all-new flavor: Hot Honey, which, the brand shared with Food & Wine, is specifically made for those who like things “swicy” — aka sweet and spicy, all in one. “We’re always looking for new ways to surprise and delight our fans, and Hot Honey delivers a flavor combination that’s both bold and delicious,” Steven Saenen, the vice president of marketing at Ritz, shared. “The sweet heat profile brings a unique twist to our classic cracker, and we can’t wait for people to try it.”

According to the brand, the snack comes with the “familiar, flaky texture” fans already know and love when biting into a Ritz. But now, it includes a “hot honey taste” for an added punch. 

And this isn’t the only flavor Ritz has rolled out in recent months. In December, it also unveiled its first new flavor in the Ritz Bits family in nearly 10 years: Ritz Bits Spicy Queso. The company shared at the time that the cracker sandwiches have a “savory, flavorful taste” that it promises is perfect for all occasions. 

“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,” Saenen said. “It’s a bold twist on your childhood favorite, with a kick in each mini bite.” And in early 2024, it also released the Ritz Toasted Chips’ Sweet Habañero flavor and a Honey BBQ flavor, which offered sweet and spicy flavors, albeit separately. 

And truly, Ritz is onto something by tapping into the “swicy” movement. According to Daymon’s March 2024 flavor study, “The demand is high for shoppers who want to feel the heat in what they eat and drink this summer — and beyond.” It noted that 30% of shoppers are open to trying a “new type of spice,” with younger shoppers driving up demand, with 61% of Gen Z and 55% of Millennials saying they “regularly eat and enjoy spicy foods.” Specifically, 53% of Gen Z shoppers say they “enjoy swicy heat,” so there’s clearly already a built-in market. 

Those of any generation looking to try the Ritz Hot Honey crackers can now grab a 13.7-ounce box at major food retailers nationwide. As Ritz noted, you should all stay tuned, as there may be more flavor innovations in 2025.