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    Flipz launches limited edition cinnamon bun flavour

    Global snacking company pladis has expanded its fast-growing ‘swavoury’ snack brand Flipz with the introduction of a limited-edition cinnamon bun inspired flavour.

    Set to appeal to shoppers on the lookout for innovative sharing snacks inspired by the hottest trending flavours, Flipz Cinnamon Bun Flavour is aimed at a delivering a new take on the three-dimensional taste and texture sensation that has already won the brand an army of loyal fans.

    This time, the familiar crunchy and salty Flipz pretzels have been enveloped in a sweet cinnamon bun flavoured coating, as pladis looks to excite existing shoppers and recruit even more newcomers to the brand.

    “UK consumption of cinnamon products has increased by 59.5 per cent since 2016, partly thanks to the growing popularity of bakeries that specialise in cinnamon buns,” said Adam Woolf, marketing director at pladis UK&I. “And with 14 per cent CAGR forecasted for cinnamon products between now and 2027, now is the perfect time for us to expand the Flipz range with this on trend flavour.”

    Currently worth £12.7 million [Nielsen, 52w/e 04.05.24] and growing by 7.6 per cent in total retail [Kantar WPO, 52 w/e 06.08.23], Flipz has been one of the biggest snack brands to launch of the past five years. The brand first hit shelves in the UK in 2018 following sensational success in the US, with its classic Milk Chocolate variant, before adding a stream of attention-grabbing and on-trend flavours, including Cookies & Cream, Peanut Butter and Salted Caramel.

    “Popular with snacking customers seeking inspiration, Flipz also performs particularly well in convenience, recording double digit value and volume growth of 30 per cent and 18 per cent respectively,” added Woolf.

    Available in sharing pouches, limited-edition Flipz Cinnamon Bun Flavour is set to hit Co-op and Nisa shelves from 12 June, before rolling out to further convenience retail and wholesale channels. A 90g sharing pouch will be available (RRP: £1.65), alongside an 80g PMP (£1.25).

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