Pladis is expanding its Flipz range with a new limited-edition flavour: Strawberry Cheesecake-coated pretzels.

Part of its growing ‘swavoury’ portfolio, the latest launch pairs Flipz’s signature crunchy, salted pretzels with a sweet strawberry cheesecake-flavoured coating, tapping into growing demand for indulgent snacks that blend sweet and savoury notes.

Char Wilkinson, brand manager at Pladis UK&I, said: “This launch builds on the success of our other limited edition Flipz trending flavours, where consumers are currently enjoying nostalgic flavours such as strawberry cheesecakes”.

Flipz, currently worth £17.3 million in the UK and growing at over 27% in total retail, first launched in the market in 2018 after gaining popularity in the US. Since then, the brand has rolled out a series of trend-led variants including Peanut Butter, Cinnamon Bun and Salted Caramel.

Wilkinson added: “Popular with snacking customers seeking inspiration, Flipz performs particularly well in impulse, recording double-digit value and volume growth.”

Flipz Strawberry Cheesecake will be available in a 90g sharing pouch and an 80g price-marked pack. The flavour is available in Nisa and will expand to further convenience, retail and wholesale channels from July.