17 May 2018


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 $61m RSV 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. 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.

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 £9m in its first year.

Director of the New Ventures Business Unit at pladis UK&I, Sarah Horowitz, commented: “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[1] 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.

“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.”

pladis has already delivered a series of successful new product launches in the biscuit and chocolate categories since the company was created two years ago, which include Godiva Masterpieces developed especially for grocery channels, McVitie’s Nibbles and McVitie’s Chocolate Digestive Thins.

[1] Mintel: ‘Crisps, Savoury Snacks and Nuts - UK - January 2018’, January 2018