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Ryabchick Is A Crunchy Snack On The Run

by Shawn Binder on 02/02/2021 | 3 Minute Read

The playful chicken running across the package for Ryabchick adds a whimsical element to a new, fresh snack. Jettisoning the traditional packaging design for jerkies, Ryabchick breathes fresh life into the dehydrated meats category.


Ryabchick are thin chicken filet slices with soy sauce. Air-dried and crunchy. Its a new kind of snack for the Ukrainian market — kinda like meat jerky, but healthier and safe for kids. Because they use less salt and preservatives and are air dried at a higher, than regular curing, temperatures. Oh, did we mention that they're crunchy?

So Ryabchick is a viable healthy snack option, but Ukrainians see dried meat products only as beer snacks and really miss the healthy part — it is nutritious satisfying without the use of frying oils, or preservatives. With Ryabchick's launch we wanted to market it to new audiences. That is why we decided to create a new snack category — chicken crunches. And a slogan to go with it. And with a name like Ryabchick it would be strange not to create a character. That is why we created one too. We needed to differentiate Ryabchick from jerkies, hence the colorful design.

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