The global snacking company pladis has added one of America’s favourite treats to its UK portfolio – the chocolate-covered pretzel snack, Flipz. The launch follows a huge popularity surge for Flipz in the US, where it is currently worth $61 million retail sales value having seen double-digit growth over the last three years.

Available in 100g pouches, at a RISP of £1.50, in two variants – Milk Chocolate and Dark Chocolate – this will be the first time Flipz has been widely available in the UK.

“Chocolate-covered pretzels are a consumer favourite in the US and we are excited to bring the Flipz brand and snacking experience UK consumers. We believe people will love the combination of a salty pretzel smothered in a smooth chocolate coating, delivering a fantastic taste and texture combination in every bite,” Sarah Horowitz, Director of the New Ventures Business Unit at pladis UK&I.

Crunchy, savoury pretzels enrobed with chocolate, Flipz offers an irresistible sweet and salty new taste adventure to consumers and provides pladis with an opportunity to grow sales amongst snack-loving, young adult consumers.

“We have seen sweet and savoury flavour combinations growing in popularity in the UK, although so far it has been largely limited to popcorn and nuts. Research suggests that almost one in six consumers would be interested in a savoury snack with chocolate – a trend which Flipz should be well placed to tap into,”added Horowitz.

The new products will be rolled out across grocery stores from May onwards, positioned as a snack with a wider confectionery appeal. Flipz, with its modern packaging, playful brand character and American heritage, is expected to achieve retail sales of £9 million in its first year.