Fast-growing Flipz brand now includes a limited-edition cinnamon bun flavour

Tapping into the UK’s soaring appetite for cinnamon treats (+59.5% since 2016 & showing no signs of stopping), Flipz Cinnamon Bun Flavour marks the brand’s next step in recruiting shoppers seeking the hottest trending flavours to its growing fanbase.

It’ll be available in a 90g sharing pouch (RRP: £1.65) and a tailored 80g PMP (RRP: £1.25) from 12th June in Co-op and NISA, before rolling out more widely.

The familiar crunchy and salty Flipz pretzels have been enveloped in a sweet cinnamon bun flavoured coating, as pladis looks to excite existing shoppers and recruit even more newcomers to the brand.

“UK consumption of cinnamon products has increased by 59.5% since 20161, partly thanks to the growing popularity of bakeries that specialise in cinnamon buns,” explains Adam Woolf, pladis UK&I. “And with 14% CAGR forecasted for cinnamon products between now and 20272, now is the perfect time for us to expand the Flipz range with this on trend flavour.”

Currently worth £12.7m (Nielsen Total Cov including discounters L52W to 04.05.24) and growing by +7.6% in total retail (Kantar WPO, 52 w/e 06.08.23), Flipz has been one of the biggest snack brands to launch of the past five years (brand value sales, MAT last five years). The brand first hit shelves in the UK in 2018 following sensational success in the US, with its classic Milk Chocolate variant, before adding a stream of attention-grabbing and on-trend flavours, including Cookies & Cream, Peanut Butter and Salted Caramel.

“Popular with snacking customers seeking inspiration, Flipz also performs particularly well in convenience, recording double digit value and volume growth of +30% and +18% respectively (Kantar WPO, 52 w/e 06.08.23),” adds Woolf.

Available in sharing pouches, new Flipz Cinnamon Bun Flavour will offer both the brand and retailers a further opportunity to expand on that success.

Limited-edition Flipz Cinnamon Bun Flavour is set to hit Co-op and NISA shelves from 12th June, before rolling out to further convenience retail and wholesale channels. A 90g sharing pouch will be available (RRP: £1.65), alongside an 80g PMP (£1.25)

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