Pladis has added a new Strawberry Cheesecake flavour to its Flipz range, available in 90g sharing packs and with an RRP of £1.50.

With the pretzel brand now worth £13.3m, the supplier says it has a repeat purchase rate of more than 30%, and the latest addition joins the Chocolate, White Fudge and Salted Caramel flavours in the range.

Jonathan Bull, head of McVitie’s commercial and seasonal brands at Pladis UK and Ireland, explained that the brand also accounts for 30% of total growth in the everyday treat category. It attributes this growth to the 51% of shoppers who are on the lookout for new flavours to try.  

Pladis expands McVitie’s cake range

“We chose Strawberry Cheesecake as Flipz’s next launch 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,” he added.

“In addition to the brand’s established shopper base, we want to help retailers drive sales by encouraging new shoppers – especially younger consumers – to buy Flipz. This is why we’re passionate about innovation across the range and adding exciting flavour combinations to our core line-up.”

The packaging will be recyclable through Pladis’ partnership with Terracycle.

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