pladis, the global snacking company behind some of the UK’s most loved and iconic brands, is fuelling snacking sales with a brand-new launch for its £14.3 million[1] Flipz brand – Flipz Cookies & Cream.

This new, on-trend flavour combination from shopper-favourite will give Flipz fans a taste of the familiar ‘swavoury’ flavour combination they know and love – with the brand’s signature salty pretzel coated in a moreish, sweet Cookies & Cream glaze.

“Since launching into the UK market in 2018, Flipz has quickly become one of the biggest new snack brand launches in the last 5 years[2] – and we can attribute a large part of this to our exciting pipeline of innovation,” says Jonathan Bull, Marketing Director – Chocolate, Cake Seasonal at pladis UK&I. “We want to maintain strong momentum for the Flipz brand, and adding tasty, trend-led flavour combinations to our core line-up will help the brand appeal to even more shoppers.

“Considering 51% of shoppers report they are on the lookout for new snacks to try[3], a continuous flow of NPD into the Everyday Treats category is vital.  What’s more, making innovation the heartland of the Flipz brand means we’ll help retailers drive incremental sales by encouraging new shoppers – especially younger consumers – to buy in.”

“Cookies & Cream felt like the natural fit for the latest Flipz variant, as this flavour phenomenon shares the brand’s American roots and has become a classic combination both in the US and worldwide. Given that Flipz has built an incredibly loyal shopper base since launching in the UK – with a strong repeat purchase rate of 33%[4] – we’re confident that the latest addition to the Flipz line-up will be a hit with British shoppers.”

Flipz Cookies & Cream is available in major retailers now – including Asda, Sainsbury’s and Co-op – as well as in wholesale and convenience, in a 90g pack format at an RRP of £1.50. Packaging will be recyclable through pladis’ partnership with Terracycle (www.terracycle.co.uk).

[1] Nielsen: MAT TY to WE 10.10.20

[2] Brand Value Sales, MAT last 5 Years

[3] Mintel Consumer Snacking March 2019

[4] Kantar, Latest 52 weeks

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