Pladis is expanding its fast-growing snack brand Flipz with the introduction of a limited-edition flavour, Strawberry Cheesecake.
The new line sees the familiar Flipz pretzels being enveloped in a sweet strawberry cheesecake-flavoured coating.
“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 at pladis UK&I.
Currently worth £17.3m and growing by 27.7% in total retail, Flipz first hit shelves in the UK in 2018 following their success in the US with its classic Milk Chocolate variant. The brand has since introduced a stream of 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% and 18% respectively,” added Wilkinson.
The Flipz range – including new Strawberry Cheesecake flavour – will be supported by 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,” said Wilkinson.
“They simply Buy, Scan and Enter, and every two entries generate 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. “Last year, the campaign period delivered 37% RSV growth compared to 2023,” concluded 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 available in NISA stores from this week, before rolling out to further convenience, retail and wholesale channels from July.
