Pladis takes ‘swavoury’ snacking to the next level

pladis continues to drive growth in sweet and savoury ‘swavoury’ snacking with the launch of Flipz Salted Caramel.

With its latest launch, the global snacking company has taken the familiar salty and sweet pretzel snack and enrobed it in a salted caramel coating – a popular flavour trend.

pladis says the launch will drive further growth for the Flipz brand in the UK, particularly amongst the one in six consumers who are interested in savoury snacks with chocolate (Mintel: ‘Crisps, Savoury Snacks and Nuts – UK – January 2018’, January 2018). Furthermore, it will appeal to younger consumers and families looking for a tasty and snack-sharing.

“We were confident British snackers would welcome the ‘swavoury’ snacking trend when we launched American favourite, Flipz, here last year, and, looking at its sales to-date, they certainly have,” says Sarah Horowitz, director of new ventures at pladis UK&I. “With sales of £12.3m RSV in its first year on shelves (Nielsen), and 2.1million households buying in (Nielsen), consumers have clearly taken to the brand – and now we’re bringing them another delicious flavour combination.

“We already know how popular Flipz has been in the UK, and with £500 now spent on snack foods every second (pladis 2018 Annual Biscuit Review (Kantar Worldpanel 52 w/e 08.18), there’s no let-up in the demand for on-the-go and sharing snacks. We look forward to enticing even more consumers with our latest exciting flavour innovation.”

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