Pladis has added one of America’s favourite treats to its UK portfolio – the chocolate-covered pretzel snack, Flipz.

The launch follows a huge popularity surge in the US, where it is currently worth $61m RSV having seen double-digit growth over the last three years.

Available in 100g pouches (rrp £1.50) in two variants – Milk Chocolate and Dark Chocolate – this will be the first time Flipz has been widely available in the UK. 

The new products will be rolled out from May, positioned as a snack with a wider confectionery appeal. Flipz, with its modern packaging, playful brand character and American heritage, is expected to achieve retail sales of £9m in its first year.

Director of the New Ventures Business Unit at pladis UK&I, Sarah Horowitz, said: “We have seen sweet and savoury flavour combinations growing in popularity in the UK, although so far it has been largely limited to popcorn and nuts. Research (Mintel January 2018) suggests that almost one in six consumers would be interested in a savoury snack with chocolate – a trend which Flipz should be well placed to tap into.

“Chocolate-covered pretzels are a consumer favourite in the US and we are excited to bring the Flipz brand and snacking experience UK consumers. We believe people will love the combination of a salty pretzel smothered in a smooth chocolate coating, delivering a fantastic taste and texture combination in every bite.”