Pladis Explained

pladis Global
Type:	Private
Location:	London, England, UK
Revenue:	£3.5 billion
Products:	biscuit, chocolate, wafer, cake, gum, candy
Num Employees:	17,000+
Parent:	Yıldız Holding
Subsid:	United Biscuits

pladis Global (styled as pladis) is a British confectionery and snack foods company encompassing United Biscuits, Ülker, Godiva Chocolatier and DeMet’s Candy Company. It was formed in January 2016 as a subsidiary of Yıldız Holding with its headquarters in London, England. The company operates 24 bakeries in 11 countries and its products reach approximately 4 billion people worldwide in 120 countries across Europe, the Middle East, Africa, Asia and the Americas.^[1]

The pladis name was inspired by the Pleiades constellation, a group of seven stars visible from anywhere on Earth.^[2]

Brands

Godiva Chocolates was acquired by Yildiz Holding from Campbell Soup Company for $850 million in 2008.^[3] In 2014, Yildiz acquired DeMet's Candy Company for $221 million, which includes the US wholesale brand Flipz and Turtles.^[4] That same year, Yildiz acquired United Biscuits, the parent company of McVitie's, making it the third-largest biscuit / cookie company in the world.^[5] pladis also owns Go Ahead,^[6] Koninklijke Verkade which includes brands such as Verkade and Sultana,^[7] and Biskrem.^[8]

• Ülker Biscuits: a Turkish food and beverage brand with a presence in 80 countries.^[9] Ülker manufacturers of food products including biscuits and confectionery.^[10]
• United Biscuits includes McVitie's, a leading snack food brand in the UK and Europe as well as a top 5 UK Food Brand.^[11] In February 2016, United Biscuits released McVitie's Digestive Nibbles, reducing traditional biscuits to bite-sized format.^[12] In January 2017, McVities launched a line of thinner chocolate digestives, meant to be a healthier alternative than traditional biscuits.^[13] In May 2017, pladis announced it would be launching McVitie's biscuits in the US in 2018.^[14] Jaffa Cakes is a part of McVitie's, and was reformulated in 2017.^[15] McVities also produce Hobnobs, Rich Tea, Penguins, Jacob's cream crackers, Carr's water biscuits,^[16] Crawford's,^[17] Meredith and Drew and go ahead!.
• DeMet’s Candy Company, which includes Flipz and Turtles.
• Godiva: manufacturer of premium chocolates and related products, founded in Belgium in 1926^[18] pladis sells Godiva in grocery channels. At the May 2017 Sweet & Snacks Expo in Chicago, pladis launched Godiva Masterpieces, which included the top three best selling case pieces from Godiva boutiques in individually wrapped candies. The line was initially sold through Costco. At the same time, pladis announced it was releasing a uniform formulation for Godiva chocolate which was based on the original Belgian recipe developed in 1926.^[19] In September 2017, pladis launched the Godiva Masterpieces line in the UK, and announced a partnership in which Masterpieces would be carried in Sainsbury stores.^[20] pladis partnered with supermarkets in the UK, North America, China, Turkey, Sweden and Saudi Arabia and other countries to sell the Masterpieces line.^[21]

References

https://www.cnbc.com/2007/12/20/campbell-soup-sells-godiva-for-850-million.html.

Notes and References

1. Web site: pladis | Corporate profile.
2. Web site: Our story . . 2016 . 27 August 2018.
3. Web site: Yildiz Holding Splits Pladis into Separate Company. Saabira. Chaudhuri. June 7, 2016. www.wsj.com.
4. Web site: 'Hello we're pladis': Godiva and McVitie's set for big US push. confectionerynews.com.
5. Web site: McVitie's owner plans purpose-driven marketing in next chapter for brand.
6. Web site: Pladis extends Go Ahead Goodness Bar range - British Baker. bakeryinfo.co.uk.
7. Web site: Pladis Appoints Keon Regout As Head Of Koninklijke Verkade. E. S. M.. Magazine. ESM Magazine.
8. Web site: Turkish chocolates seek to capitalize on MENA's sweet tooth. Şeyma. Eraz. March 16, 2017. Daily Sabah.
9. Web site: Ülker - FIFA U-20 World Cup 2013 Marketing Highlights. https://web.archive.org/web/20160826143336/http://www.fifa.com/marketinghighlights/turkey2013/commercial-affiliates/national-supporters/ulker/index.html. dead. August 26, 2016. www.fifa.com.
10. Web site: Pladis: Yildiz consolidates Godiva, Ulker, UB and DeMet's into new global business. bakeryandsnacks.com.
11. Web site: Daneshkhu . Scheherazade . 2017-03-12 . McVitie’s digestives to be taken global in ambitious expansion . subscription . 2023-02-26 . Financial Times.
12. Web site: United Biscuits launches McVitie's Nibbles. February 9, 2016. www.just-food.com.
13. Web site: McVitie's launch new 'healthier' Digestive Thins at just 31 CALORIES a biscuit. Mark. Reynolds. January 30, 2017. Express.co.uk.
14. Web site: 'Hello we're pladis': Godiva and McVitie's set for big US push.
15. Web site: Anthem partners with pladis for Jaffa Cakes redesign. Tony. Corbin. January 30, 2018.
16. News: World domination takes the biscuit. Dominic. Walsh. www.thetimes.co.uk.
17. News: Britain suffers 'biscuit drought' following McVities factory flood. Adam. Boult. February 3, 2016. www.telegraph.co.uk.
18. Web site: Working a treat: HR at pladis Global. www.hrmagazine.co.uk.
19. Web site: One-on-One with Brian Blanchard, Managing Director of pladis Americas. www.candyindustry.com.
20. Web site: Pladis launches Godiva Masterpieces chocolate in UK. September 4, 2017. www.just-food.com.
21. Web site: Godiva enters mainstream supermarkets in bid to become $2bn brand. confectionerynews.com.