pladis, the London-based global biscuit, chocolate and confectionery company, announces its strategy to become the fastest growing company in its sector.
On the back of its 2016 reported revenue of £2.2 billion, pladis will double chocolate sales and increase biscuit sales by 50% while the company is targeting revenues of £3.2 billion in the next two years. To kick-start its long-term planning pladis will focus on three core areas. The company will continue creating high quality synergy products, expand its iconic brands in new growth geographies and invest in excellence across R&D and talent.
pladis CEO, Cem Karakas, said, “In our first transformational year, we have brought together and successfully grown three iconic brands, amidst the rising costs of raw materials and volatile global currencies. In 2017 we will continue our innovation and modernisation programmes, invest across the supply chain and bring new products to market faster than any of our competitors to outperform the category.”
A subsidiary of Yildiz Holding, which finished 2016 with 12% growth and a turnover of USD$11.5bn, pladis is currently the world’s number two in sweet biscuits and number seven in chocolate. The global heavyweight launched last year when Yildiz Holding brought together Godiva Chocolatier, Ulker, United Biscuits and DeMet’s Candy Company and formed a truly global organisation with more than 300 years of combined brand heritage.
Yildiz will continue to invest in the sector. In China, Godiva is a focal point as the country’s bestselling premium chocolate, responsible for USD$60m of the wider group’s USD$100m sales in 2016. Yildiz will continue to open more stores in a short timeframe to fuel consumer demand.
Godiva, one of the most renowned premium chocolate brands in the world, is pladis’s number one asset for growing its market share in chocolate. pladis is making the brand more available across all geographies by introducing new products in supermarkets. This month pladis will launch a new Godiva tablet range in supermarkets in Turkey and Saudi Arabia, which will extend to other markets including the UK, the Netherlands and China this year.
The company is also investing in ecommerce to ensure its products are accessible to Chinese consumers alongside wider distribution of pladis’s McVitie’s products in the Asia-Pacific region.