- pladis expands fast-growing “swavoury" snack brand
- new, nostalgic sweet Strawberry Cheesecake flavoured coating
- Supported with tGrab a Grand on-pack promotion for third year in a row
pladis is expanding its fast-growing “swavoury" snack brand Flipz with the introduction of a limited-edition strawberry cheesecake inspired flavour, Flipz Strawberry Cheesecake Flavour Coated Pretzels.
The familiar salty and crunchy Flipz pretzels have been enveloped in a sweet strawberry cheesecake flavoured coating, as pladis looks to excite existing shoppers and recruit more newcomers to the brand.
“This launch builds on the success of our other limited edition Flipz trending flavours, where consumers are currently enjoying nostalgic dessert flavours such as strawberry cheesecake,” said Char Wilkinson, Brand Manager, pladis UK&I.
Currently worth £17.3m and growing by 27.7 per cent in total retail, Flipz first hit shelves in the UK in 2018 following sensational success in the US with its classic Milk Chocolate variant. The brand has since introduced a stream of attention-grabbing and on-trend flavours, including Peanut Butter, Cinnamon Bun and Salted Caramel.
“Popular with snacking customers seeking inspiration, Flipz performs particularly well in Impulse, recording double digit value and volume growth of +21 per cent and 18 per cent respectively,” added Wilkinson.
The Flipz range – including new Strawberry Cheesecake flavour – is being supported with the Flipz Grab a Grand on-pack promotion for the third year in a row from w/c 25 August. “We’re delighted to offer consumers the opportunity to win £1,000 each week for the 12 weeks of the promotion,” says Wilkinson. “They simply Buy, Scan and Enter, and every two entries generates a third entry for free. Entering also gives consumers the opportunity to sign up to our database to receive our latest news by email.”
The brand is driving additional visibility for the Grab a Grand on-pack promotion with POS and in-store displays, making it unmissable for shoppers. “Last year the campaign period delivered +37 per cent RSV compared to 2023,” concludes Wilkinson.
Limited-edition Flipz Strawberry Cheesecake Flavour is available in a 90g sharing pouch (RRP £2.00), alongside an 80g PMP (£1.49). It will be on-shelf in NISA w/c 23 June, before rolling out to further convenience, retail and wholesale channels from July.
Flipz adds cheesecake-coated pretzels
