pladis is expanding its Flipz range with the launch of a new single-serve format for its best-selling Milk Chocolate flavour.

The snacking giant is rolling out Flipz Milk Chocolate Singles in a 39g pack across convenience and wholesale from September, with an RRP of 95p.

The launch is aimed at shoppers looking for an on-the-go, portion-controlled snack and comes as the milk chocolate variant continues to deliver strong growth for the brand.

pladis UK&I marketing manager Russell Smith said: “Flipz Milk Chocolate is our best-selling flavour, growing at 22% retail sales value.

“It performs particularly well in Impulse, which is why we’re launching these On-the-Go packs for shoppers looking for a portion-controlled snack to eat while out and about.”

The 39g packs will be available in cases of 10 and supplied in single-faced counter display units.

The launch comes as Flipz prepares to bring back its Grab A Grand on-pack promotion for a fourth consecutive year.

Running from 1 September to 30 November, the campaign will give shoppers the chance to win £1,000 every week for 12 weeks.

Consumers can enter by buying a participating pack, scanning the promotion and submitting their details, with entrants also given the option to sign up for Flipz marketing emails.

The promotion will feature 80g and 90g packs across the Milk Chocolate, Salted Caramel, Cinnamon Bun and Peanut Butter varieties, with RRPs ranging from £1.65 to £2.20.

pladis will support the campaign with point-of-sale material and in-store displays designed to boost visibility.

Smith added: “Last year the campaign period delivered 40,000 email sign-ups, as well as an increase in penetration and number of buyers.”

The latest activity forms part of pladis’ efforts to build Flipz within the growing sweet-and-savoury, or ‘swavoury’, snacking segment and recruit new shoppers to the brand.

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