pladis launches Flipz Salted Caramel to savoury snack portfolio


pladis, the global snacking company behind some of the UK’s most loved and iconic brands, continues to drive growth in sweet and savoury ‘swavoury’ snacking with the launch of Flipz Salted Caramel.

With its latest launch, pladis has taken the familiar salty and sweet pretzel snack and enrobed it in a delicious salted caramel coating – tapping into the popular flavour trend.

This 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. Furthermore, it will appeal to younger consumers and families looking for a tasty and unique sharing snack.

“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, and 2.1million households buying in, consumers have clearly taken to the brand – and now we’re bringing them another delicious flavour combination.

“Flipz Salted Caramel offers a moreish, sweet and savoury taste with a delicious, on-trend salted caramel twist. It is an absolute must-stock for retailers looking to unlock the £1.2 billion opportunity that the snacking category presents – and we believe Flipz Salted Caramel will be the sweet treat that families and friends alike will be reaching for during days out, nights in and everything in-between.

“We already know how popular Flipz has been in the UK, and with £500 now spent on snack foods every second, 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.”

Flipz Salted Caramel will be available in 90g pouches for an RSP of £1.50. The range is available in grocery, convenience and impulse channels from June.