pladis
pladis is a snacking company formed in 2016 by Yıldız Holding, home to brands such as McVitie's, GODIVA and Ülker.
Last updated September 11, 2026
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Overview
pladis describes itself as one of the world's fastest-growing snacking companies and home to a range of much-loved brands. It was formed in 2016 when its parent company, Yıldız Holding, brought together all its baked and confectionery brands under one roof. The company states it is the custodian of over 300 years of baking and confectionery heritage, with a 15,000-strong global team crafting treats across 27 bakeries in 11 countries, with the potential to reach four billion consumers worldwide. Its brand portfolio includes McVitie's, GODIVA, Ülker, Turtles, Sultana, Jacob's, Carr's, BN, Flipz, Go Ahead and Verkade.
History
pladis was formed in 2016 when its parent company, Yıldız Holding, brought together all its baked and confectionery brands under one roof. The company states it is the proud custodian of over 300 years of baking and confectionery heritage. Its 15,000-strong global team crafts treats across 27 bakeries in 11 countries, with the potential to reach four billion consumers worldwide.
Recent events
McVitie’s launches Golden Moments campaign[5]
Reported:
Pladis unveiled a £10 million campaign for McVitie’s called Golden Moments, including television, social media and digital activity, sampling, and themed packaging for 34 products.
Jacob’s Mini Cheddars launches ‘Welcome to Cheddar Town’ campaign[6]
Reported:
Pladis launched a £4.5 million, seven-week advertising campaign for Jacob’s Mini Cheddars, including a new TV creative on Channel 4 and social media promotion.
Pladis unveils McVitie’s Halloween treats[7]
Reported:
Pladis unveiled a McVitie’s Halloween range of five new products, which was set to roll out later in September 2020.
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