Fipz Peanut Butter gets PMP format

Global snacking giant pladis has launched its popular Flipz Peanut Butter in a new £1 Price-Marked Pack (PMP) format.

The firm said the new pack format will help retailers drive incremental sales among thrifty shoppers seeking sharing snacks which represent good value.

The new PMP joins Flipz’ existing Milk Chocolate PMP, which was launched in August 2020 and is already worth £400,000 in the convenience channel.

“Now worth £12.6 million, Flipz is a standout success story for pladis – and one which demonstrates the importance of continually bringing innovation to convenience store biscuit and snacking aisles,” commented Jonathan Bull, marketing director – chocolate, cake seasonal at pladis UK&I.

“Flipz Peanut Butter, the latest PMP to join our Flipz line-up, reflects the important role we know PMPs play in driving impulse sales in convenience. As, despite accounting for only 12 per cent of SKUs, PMPs represent an incredible three-quarters of sales in this channel.

“Couple this with the fact that 91 per cent of shoppers are actively looking to save on groceries and it’s clear that products in this format are independent retailers’ ticket to unlocking snacking sales growth.”

Flipz first launched in the UK in 2018 with two of its signature ‘swavoury’ flavour variants, Flipz Milk Chocolate and Flipz Dark Chocolate. The range now includes Flipz Salted Caramel, White Fudge, while limited-edition flavours Flipz Strawberry Cheesecake, Peanut Butter and Flipz Cookies & Cream have successfully broadened interest in the brand.

“We’re really proud of the fact Flipz has become one of the biggest snack brands to launch in the UK over the past five years– and this is a brand which really resonates with the convenience shopper,” added Bull.

“Sales are up 106 per cent in independents as we continue to drive appeal for younger adults, and we’ve recently added Flipz Milk Chocolate to our list of top 10 biscuit must-stocks for the channel. This goes to show just how important Flipz has become to the category.”

The new Flipz Peanut Butter PMP is now available to independent retailers and wholesalers in cases of 6x80g packs, each pack at an RRP of £1.00.