pladis adds Flipz Strawberry Cheesecake to snacking aisle


pladis, the global snacking company behind some of the UK’s most loved and iconic brands, is giving some extra crunch to the snacking aisle with another ‘swavoury’ addition to its £13.3 million Flipz brand: Flipz Strawberry Cheesecake. Having launched in the UK in 2018, Flipz has seen great success in a short amount of time, and this addition to the range will help to drive this even further.

This unique new flavour combination from Flipz will offer consumers the familiar sweet and salty taste sensation they know and love. However, the brand has traded in its classic chocolate coating, and the latest product in the line-up will enrobe pretzels in a sweet and moreish Strawberry Cheesecake glaze – giving shoppers a tasty, bite-sized twist on a classic dessert.

“Since introducing Flipz to UK consumers back in 2018, our shopper base has remained incredibly loyal – with a strong repeat purchase rate of over 30%. We can attribute the brand’s success to the uniqueness of its ‘swavoury’ flavour,” says Jonathan Bull, head of McVitie’s commercial & seasonal brands at pladis UK&I. “In addition to the brand’s established shopper base, we want to help retailers drive incremental sales by encouraging new shoppers – especially younger consumers – to buy into Flipz. This is why we’re particularly passionate about innovation across the range and adding exciting flavour combinations to our core line-up.”

pladis is well-versed in launching trend-led flavours of its Flipz brand – with its White Fudge and Salted Caramel variants establishing themselves as core SKUs within the current portfolio.

“Flipz has heavily contributed to growth in ‘Everyday Treats’ – accounting for 30% of total growth over the past year – and we can attribute part of this to an exciting pipeline of innovation. We want to keep strong momentum for the Flipz brand, and considering that 51% of shoppers are on the lookout for new snacks to try, a constant flurry of NPD in the category is vital. 

“We chose Strawberry Cheesecake as Flipz’s next endeavour because it’s a popular flavour in the UK which appeals to shoppers across all sorts of categories, from ice cream to yoghurt-based desserts. In combining the quintessentially British strawberry flavour with the brand’s American roots, we’re confident that the latest product in the Flipz range will be a hit with British shoppers.”

Flipz Strawberry Cheesecake will be available in 90g sharing pack format at an RRP of £1.50 across multiple grocery, convenience and wholesale – including Asda and Morrisons – from the beginning of June. Packaging will be recyclable through pladis’ partnership with Terracycle (