Ritz Is Launching a New Cracker Flavor With 24 Karat Gold Bar Giveaway

Ritz Crackers, known for a buttery crumble, is launching a new limited-edition cracker which doubles down on the brand’s signature creamy goodness. To celebrate the April 29 release of its “Buttery-er Flavored Crackers,” Ritz is giving away a 24-karat Gold Bar of Butter worth $100,000. Here’s how you can enter for a chance to win.

The custom piece was designed by New York-based celebrity jeweler Greg Yüna, who's made custom pieces for Floyd Mayweather, Russell Westbrook, Lil Yachty, and Rihanna. He also crafted Pete Davidson’s engagement ring for Ariana Grande.

“I’ve always loved working with gold for its power to automatically bring any concept to an elevated space,” Yüna said in a statement. “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.”

Being “extra” is exactly what Ritz wants participants to do in order to win. The brand wants fans to “live buttery-er” and showcase their “Buttery-er selves” by creating a TikTok video using the Live Buttery-er TikTok effect, which will be available from May 1 at 12 a.m. EST until May 20, 2024, at 11:59 p.m.

To enter the sweepstakes, contestants should post their extra Buttery-er performance to TikTok using the caption tag @theritzcrackersofficial along with the hashtags #livebutteryer and #RITZcontest. One lucky winner will receive the 24K Gold Bar of Butter.

Any legal U.S. resident aged 18 years or older is eligible to enter the competition.

“We were so pleased to turn this everyday essential into something luxurious and special, all inspired by the buttery flavor of RITZ Crackers,” Yüna said of his creation.

Ritz’s new limited-edition “Buttery-er Flavored Crackers” are just about as decadent as the 24K gold bar the company is giving away. Ritz decided to commission the new flavor, a more intense and aromatic spin on the brand’s beloved staple, as a way of reminding its fans to embrace the luxury of everyday life.

“Whether it's a dash of authenticity, a burst of vibrancy, a hint of bling, or a dose of swagger, Ritz invites fans to savor life's pleasures by adding a little something extra to everything they do,” the company said in a statement.

“The Ritz brand has become synonymous with golden buttery flavor,” said Mayte Killeen, Ritz’s 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.”