Hena Chandarana, Trade Communications Controller at pladis discusses 2016.
It’s been a very exciting time for the business. Earlier this year, Yildiz Holding, CEEMEA’s largest food company, brought together its core biscuit, chocolate, and confectionery businesses Godiva Chocolatier, United Biscuits, Ulker and DeMet’s Candy Company, to form a new global company, “pladis”.
Together we form a $US5.2 billion business, positioning pladis as a global leader in the category.
Celebrating the launch earlier this year, Murat Ulker, Chairman of Yildiz Holding, said, “Establishing pladis is the first step in realising the long-term strategy of Yildiz Holding. We are bringing together some of the world’s best loved brands and combining their 350 years of experience to form a new family company. We will be a global leader in biscuits and confectionery, and bring ‘bites of happiness’ to every corner of the world.”
pladis CEO, Cem Karakas, commented, “We have significant growth ambitions for pladis with the aim to outperform the category standard year-on-year. This is supported by our capital position and the strength of our manufacturing as one of only two companies in the world that produce such a broad range of biscuits and confectionery. As one global family, we can be more agile, allowing us to innovate around our products and develop more brand synergies – which are already benefitting our business”.
We have also been very proud of our market successes – with our biscuits value market share at its highest level according to Nielsen since 2000, we were the third fastest growing food and drink manufacturer in 2015, and we have launched two breakthrough innovations this year in the form of McVitie’s Nibbles and Jacob’s Cracker Crisps.
McVitie’s Digestives Nibbles has been our biggest launch of 2016. It’s the first innovation of its kind for the UK biscuit category and a major innovation for pladis. Tapping into evening sharing trends, the range has been supported by £4M in media investment and significant investment across shopper channels in Convenience. These are available in four variants – Milk Chocolate, Dark Chocolate, Caramel and Double Chocolate (RISP £1.89) and a £1 PMP variant. We have already seen impressive sales with an RSV of £7.4m.