pladis, the global snacking company behind some of the UK’s most loved and iconic brands, is helping retailers boost bagged snacks sales by launching its popular Flipz Peanut Butter in a new £1 Price-Marked Pack (PMP) format.
The new PMP will help retailers drive incremental sales among thrifty shoppers seeking sharing snacks which represent good value. It joins Flipz’ existing Milk Chocolate PMP, which was launched in August 2020 and is already worth £400,000 in the convenience channel[1].
“Now worth £12.6M[2], Flipz is a standout success story for pladis – and one which demonstrates the importance of continually bringing innovation to convenience store biscuit and snacking aisles,” says Jonathan Bull, Marketing Director – Chocolate, Cake Seasonal at pladis UK&I.
“Flipz Peanut Butter, the latest PMP to join our Flipz line-up, reflects the important role we know PMPs play in driving impulse sales in convenience. As, despite accounting for only 12% of SKUs, PMPs represent an incredible three-quarters of sales in this channel[3].
“Couple this with the fact that 91% of shoppers are actively looking to save on groceries[4] and it’s clear that products in this format are independent retailers’ ticket to unlocking snacking sales growth.
“As a nation, we’ve all become accustomed to celebrating moments of togetherness, such as evenings in, and – even as we emerge out of lockdown – sharing snacks like Flipz continue to form an integral part of reunions with friends and family, with volume growth up +11.7%[5] YOY.”
Flipz first launched in the UK in 2018 with two of its signature ‘swavoury’ flavour variants, Flipz Milk Chocolate and Flipz Dark Chocolate. The range now includes Flipz Salted Caramel, White Fudge, while limited-edition flavours Flipz Strawberry Cheesecake, Peanut Butter and Flipz Cookies & Cream have successfully broadened interest in the brand.
“We’re really proud of the fact Flipz has become one of the biggest snack brands to launch in the UK over the past five years[6] – and this is a brand which really resonates with the convenience shopper,” adds Bull. “Sales are up 106% in independents as we continue to drive appeal for younger adults[7], and we’ve recently added Flipz Milk Chocolate to our list of top 10 biscuit must-stocks for the channel. This goes to show just how important Flipz has become to the category.”
The new Flipz Peanut Butter PMP is now available to independent retailers and wholesalers in cases of 6x80g packs, each pack at an RRP of £1.00. Packaging will be recyclable through pladis’ partnership with Terracycle (www.terracycle.co.uk).
[1] Nielsen MAT to 19.06.21
[2] Nielsen MAT to 19.06.21
[3] Nielsen Independents MAT to 11.07.2020
[4] IGD ShopperVista Shopper Confidence Index; Base: 1,000+ ALL shoppers, 2020
[5] Kantar WPO Mat to 24.01.2021
[6] Brand Value Sales, MAT last 5 Years
[7] Nielsen 12 weeks RSV to 19.06.21
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