The Invention of Ritz Crackers

Why does a Ritz cracker have those tiny ridges on the side? Well, it's actually a very specific purpose, and here's the story. It's 1934 and the country is deep in the Great Depression. Businesses are folding and families everywhere are scrimping to make ends meet, and the average household has to cut way back on food. But one cracker company sees something other people miss. It's a little bit of psychology, and they know that in hard times, people still crave just a touch of luxury, a small indulgence that doesn't break the bank but offers a momentary escape. And they start with a regular cracker and they make it extra extra rich and buttery. They put it in a red and yellow package to signify luxury, but they price it at a super affordable 19 cents a box. But here's the genius touch: they want people to associate it with fancy foods, so they add a ridged edge for cutting through soft cheese without a knife. It's a small feature, but it's brilliant—a tiny nod to both luxury and practicality. The finishing touch? They call it the Ritz, slang for fancy, after the hotel chain. Fast forward today, and Ritz has become a snack icon, generating over $36 billion a year globally.